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

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.

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