• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

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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