Fuat Firat, A.; Dholakia, Nikhilesh; Venkatesh, Alladi - In: European Journal of Marketing 29 (1995) 1, pp. 40-56
marketing organizations have to reconsider their conceptions of the market, the consumer and marketing practice accordingly …. Following a brief discussion of the themes of postmodernity, explores some of the key assumptions of modern marketing that are … challenged by the transformation to postmodernity. Finally, presents the implications of postmodern culture for marketing …