TY  - JOUR
AB  - Marketing academics have recently been exhorted to embrace
postmodernism, the so‐called “new perspective on life and the human
condition that is sweeping across the globe”. Using postmodernism′s own
tools of playfulness, paradox and irreverence – in the shape of the
multiplex cinema as a metaphor for marketing – attempts to clarify some
of the confusion surrounding postmodernism. Argues that much of what
passes for postmodern marketing, is not, and draws attention to several
shortcomings in the postmodernist position. Concludes that, although the
concept has much to contribute to marketing discourse, the adoption of
postmodern perspectives is not without penalty.
VL  - 28
IS  - 8/9
SN  - 0309-0566
DO  - 10.1108/03090569410067631
UR  - https://doi.org/10.1108/03090569410067631
AU  - Brown Stephen
PY  - 1994
Y1  - 1994/01/01
TI  - Marketing as Multiplex: Screening Postmodernism
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 27
EP  - 51
Y2  - 2024/04/25
ER  -