chapter  7
Postmodern marketing
Pages 8

As a result of the modernism knowledge creation that swept across industries in the twentieth century, a postmodern understanding arose from different philosophers in the middle of the century. The ambition of the postmodern understanding was to offer something new as an alternative to modernistic thinking. This chapter offers a fi rst alternative to the toolbox of marketing tools offered in the previous chapters. It also offers a fi rst go at challenging our assumptions about marketing and markets.