What comes after postmodernism? Implications for marketers
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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.
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