TY  - JOUR
AB  - 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 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, arguing that consumers are not driven
by needs but have needs which are driven by external forces, that
consumers have become customizers, that marketing organizations′
offerings will increasingly become processes rather than finished
products, and that consumers who will increasingly become integrated
into the production systems will have to be conceptualized as producers.
Concludes by re‐emphasizing that marketing and post‐modernity are
greatly intertwined, arguing that consumers are not driven by needs but
have needs which are driven by external forces.
VL  - 29
IS  - 1
SN  - 0309-0566
DO  - 10.1108/03090569510075334
UR  - https://doi.org/10.1108/03090569510075334
AU  - Fuat Firat A.
AU  - Dholakia Nikhilesh
AU  - Venkatesh Alladi
PY  - 1995
Y1  - 1995/01/01
TI  - Marketing in a postmodern world
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 40
EP  - 56
Y2  - 2024/09/19
ER  -