This text asks how postmodernism can throw light on marketing theory. It first establishes the terrain of postmodernism, charting the various elements of postmodern theoretical development. Then it reviews marketing thought, considering where postmodernism can be most easily applied to marketing activity, whether it is analyzing the sale of advertising space in virtual reality or the characteristics of a consumer society. The book describes and assesses the response of marketing researchers to postmodernism, asking whether they really tackle the key elements that define postmodernism.
- ISBN10 0415109825
- ISBN13 9780415109826
- Publish Date June 1995
- Publish Status Out of Print
- Out of Print 20 October 2009
- Publish Country GB
- Imprint Cengage Learning EMEA
- Format Paperback (UK Trade)
- Pages 208
- Language English