TY  - JOUR
AB  - 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.
VL  - 3
IS  - 2
SN  - 1352-2752
DO  - 10.1108/13522750010322098
UR  - https://doi.org/10.1108/13522750010322098
AU  - Dawes Jillian
AU  - Berman Brown Reva
PY  - 2000
Y1  - 2000/01/01
TI  - Postmodern marketing: research issues for retail financial services
T2  - Qualitative Market Research: An International Journal
PB  - MCB UP Ltd
SP  - 90
EP  - 99
Y2  - 2024/04/25
ER  -