What postmodernism means to marketing managers

Bernard Cova

European Management Journal, 1996, vol. 14, issue 5, 494-499

Abstract: Recent aspects of Western life in general and of consumption particularly demonstrate a major trend - that of postmodernism - as we approach the coming fin de siècle. This article looks at postmodern thinking as it affects marketing. Notwithstanding the strong French influence on this cultural phenomenon, it is suggested that managers all over Europe need to understand the meaning of postmodernism and the message it holds for the discipline of marketing. In particular, the author reviews five widely-held ideas about postmodernism and discusses their relevance for marketing management.

Date: 1996
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