ABSTRACT
This chapter explores the linkages of postmodernism to critical marketing thought. Prima facie, postmodernism and critical perspectives often appear to be incompatible domains. Marketing scholars, the reflective and critical ones – as inconceivable as this might seem, given the strong capitalist commercial taint of the discipline and its adherents – might have the greatest potential to lead the effort to unleash the transformative possibilities of postmodernism. The chapter presents a short historical review of postmodernism, including the cognate ideas of liquid modern, hypermodern and metamodern, always keeping in view the backdrop of marketing theory and practice. Modernity created physical and conceptual edifices unmatched by all of preceding history. Even the combined ancient architectural glories of Egypt, Greece, Rome, Mesopotamia and China are dwarfed by the magnificence of global cities, factories, and infrastructure systems of the modern age.
