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What postmodernism means to marketing managers

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  • Cova, Bernard

Abstract

Recent aspects of Western life in general and of consumption particularly demonstrate a major trend - that of postmodernism - as we approach the coming fin de siècle. This article looks at postmodern thinking as it affects marketing. Notwithstanding the strong French influence on this cultural phenomenon, it is suggested that managers all over Europe need to understand the meaning of postmodernism and the message it holds for the discipline of marketing. In particular, the author reviews five widely-held ideas about postmodernism and discusses their relevance for marketing management.

Suggested Citation

  • Cova, Bernard, 1996. "What postmodernism means to marketing managers," European Management Journal, Elsevier, vol. 14(5), pages 494-499, October.
    • Handle: RePEc:eee:eurman:v:14:y:1996:i:5:p:494-499
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    Cited by:

    1. Vaz, Eric & Campos, Ana Claudia, 2013. "A Multi-Dasymetric Mapping Approach for Tourism," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 1(4), pages 265-277.
    2. repec:ris:cieodp:2013_022 is not listed on IDEAS
    3. Bianca Polenzani & Chiara Riganelli & Andrea Marchini, 2020. "Sustainability Perception of Local Extra Virgin Olive Oil and Consumers’ Attitude: A New Italian Perspective," Sustainability, MDPI, vol. 12(3), pages 1-18, January.
    4. Khaw Ooi San & Abu Bakar Sade & Linda Seduram, 2020. "Social Networking Brand Engagement using Creative Brand Content Experiences," International Business Research, Canadian Center of Science and Education, vol. 13(4), pages 1-63, April.

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