What comes after postmodernism? Implications for marketers

David J. Burns

Journal of Global Scholars of Marketing Science, 2015, vol. 25, issue 1, 59-74

Abstract: The dominant philosophy of life held by a society profoundly affects that society's institutions. In this article, the transition from premodernism to postmodernism and its effects on marketing are examined. An alternative philosophy, transmodernism, appears to be taking hold in many post-industrial societies. Transmodernism is discussed and implications for marketing are explored.

Date: 2015
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DOI: 10.1080/21639159.2014.980035

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