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What comes after postmodernism? Implications for marketers

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주제분류경영학

초록

The dominant philosophy of life held by a society profoundly affects that society’sinstitutions. In this article, the transition from premodernism to postmodernism and itseffects on marketing are examined. An alternative philosophy, transmodernism,appears to be taking hold in many post-industrial societies. Transmodernism isdiscussed and implications for marketing are explored.

Abstract

The dominant philosophy of life held by a society profoundly affects that society’sinstitutions. In this article, the transition from premodernism to postmodernism and itseffects on marketing are examined. An alternative philosophy, transmodernism,appears to be taking hold in many post-industrial societies. Transmodernism isdiscussed and implications for marketing are explored.

참고문헌 (65)

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