Previous Chapter Postmodern Marketing Next Chapter

  • Citations
  • Add to My List
  • Text Size

Postmodern Marketing
Postmodern marketing

Modernism is the view that the human race is progressing, growing and moving towards a better future from a somewhat less convenient past. This has been the prevailing view in marketing: for example, the Boston Consulting Group Matrix assumes that markets will continue to grow, albeit at different rates. Modernism is typified by the word ‘progress’, and indeed it is a philosophy that embraces individualism, freedom, advancement and a rejection of the hidebound past represented by religion, myth and tradition.

Postmodernism is a philosophical standpoint that says the human race is not progressing at all, but merely living in the present. Different ways of life, different styles, different attitudes ...

Looks like you do not have access to this content.

Login

Don’t know how to login?

Click here for free trial login.

Back to Top

Copy and paste the following HTML into your website