To read the full version of this content please select one of the options below:

Postmodern marketing: research issues for retail financial services

Jillian Dawes (University College, Northampton, UK.)
Reva Berman Brown (Reva Berman Brown is Professor of Management at Oxford Brookes University, Oxford, UK.)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 June 2000

Abstract

Postmodern conditions and re‐evaluations of marketing theory are prompting a re‐consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services as an illustration. Groups of financial services customers, once assumed to be homogeneous, are proving to have individualised needs and are resisting conventional segmentation techniques. Behavioural consistency and orderliness are giving way to fragmentation and market instability in what is described as the postmodern era. Financial service retailers, structured, formalised and risk averse, may find that their preference for uniformity inhibits their ability to serve with diverse, evolving markets. A research agenda is proposed based on a juxtaposition of postmodern considerations and financial services retailing incorporating recent contributions to marketing thought.

Keywords

Citation

Dawes, J. and Berman Brown, R. (2000), "Postmodern marketing: research issues for retail financial services", Qualitative Market Research, Vol. 3 No. 2, pp. 90-99. https://doi.org/10.1108/13522750010322098

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited