Books and journals Case studies Expert Briefings Open Access
Advanced search

From segmentation to fragmentation: Markets and marketing strategy in the postmodern era

A. Fuat Firat (Faculty of Marketing, Arizona State University West, School of Management, Phoenix, USA)
Clifford J. Shultz II (Faculty of Marketing, Arizona State University West, School of Management, Phoenix, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1997

Abstract

Attempts to contribute to the growing literature on postmodernism and marketing by addressing the changes in the market and the corresponding changes that have to take place in marketing strategies. Assesses the implications of postmodernism for marketing managers and other marketing practitioners, and proposes the marketing strategies that are needed to respond to the changes in the market with the growing influence of postmodernity. Discusses directions for future research.

Keywords

  • Marketing
  • Marketing strategy
  • Postmodernism
  • Market segmentation

Citation

Fuat Firat, A. and Shultz, C.J. (1997), "From segmentation to fragmentation: Markets and marketing strategy in the postmodern era", European Journal of Marketing, Vol. 31 No. 3/4, pp. 183-207. https://doi.org/10.1108/EUM0000000004321

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

Please note you do not have access to teaching notes

You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
If you think you should have access to this content, click the button to contact our support team.
Contact us

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

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
To rent this content from Deepdyve, please click the button.
Rent from Deepdyve
If you think you should have access to this content, click the button to contact our support team.
Contact us
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here