TAILIEUCHUNG - Marketing in a postmodern world: A. Fuat Fırat

This article begins with the premiss that we are in the midst of an epochal transformation from the modern to the postmodern era. Although this is a premiss and therefore need not be dwelt on at length, we believe a short introduction to the concept of postmodernity is necessary because of the intellectual controversy surrounding it and the relatively sparse discussion of postmodernity in marketing and business literatures (for exceptions see[1,2]). The bulk of this article, however, focuses on the relationship between marketing and postmodernity. The next section, entitled “The postmodern age”, discusses the major characteristics of postmodernity, especially from the perspective of those interested in marketing and consumption phenomena | European Journal of Marketing 29 1 40 Received September 1993 Revised May 1994 Marketing in a postmodern world A. Fuat Firat Arizona State University West Phoenix Arizona USA Nikhilesh Dholakia University of Rhode Island Kingston Rhode Island USA and Alladi Venkatesh Graduate School of Management University of California at Irvine Irvine California USA This article begins with the premiss that we are in the midst of an epochal transformation from the modern to the postmodern era. Although this is a premiss and therefore need not be dwelt on at length we believe a short introduction to the concept of postmodernity is necessary because of the intellectual controversy surrounding it and the relatively sparse discussion of postmodernity in marketing and business literatures for exceptions see 1 2 . The bulk of this article however focuses on the relationship between marketing and postmodernity. The next section entitled The postmodern age discusses the major characteristics of postmodernity especially from the perspective of those interested in marketing and consumption phenomena. This is followed by a section entitled Marketing and modernity which explores some of the tensions that arise because marketing practice has become postmodern while marketing theory continues to be developed in a modernist mode. The final section entitled Marketing and postmodernity focuses on the growing nexus - indeed an identity - between these two phenomena and explores some themes that characterize the nature of postmodern marketing. The postmodern age Modernism versus postmodernism Possibly the main defining difference between modernism and postmodernism is postmodernism s rejection of the modernist idea that human social experience has fundamental real bases. To the contrary postmodernism posits that social experience is an interplay of myths that produce regimes of truth 3-6 . According to postmodernism many of the fundamental modernist idea l s regarding the individual self freedom .

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