C/M/166. Postmodern Era: Effect on Marketing

This essay is focused upon analyses by the recent and gradual the replacement of modern era by postmodern one and its particular effect on marketing, i.e. the development of postmodern marketing concept. The essay is mainly theoretical, quoting the fundamental works of such leading academics of this field as Brown and Firat and taken further by Mullins, although, there are also many practical examples included in the essay, so to provide the reader with better and deeper understanding of philosophical stances of postmodern paradigm. In particular, the essay includes the different definitions of modernity and postmodernity, including the chapter comparing and contrasting the two core concepts. Furthermore, the focus is shifted towards the postmodernity and postmodern marketing, especially reflecting the effect of postmodernism on marketing and strategy. It is finally concluded, that postmodern era is inevitably causing major effects on many sciences and marketing cannot be excluded from them but rather accept the inevitability and adopt accordingly. Hence, the researcher is also touching upon the theories of complex adaptive systems and chaos.