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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 ...

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