Begins with the premiss that we are living through an epochal change from the modern to the postmodern era and that marketing organizations have to reconsider their conceptions of the market, the consumer and marketing practice accordingly. Following a brief discussion of the themes of...

Market knowledge is usually believed to be useful. Both the concepts of “knowledge” and “useful” are, however, rather ambiguous and used in multiple ways. The concepts are clarified, and requirements for adequate knowledge use discussed. An important conclusion is that academian...