ABSTRACT
Since 1940, marketing theory has undergone two full transformational turns – managerial and broadening – but a third turn, radical-postmodern, is unfinished. Unready for radical-postmodern renewal, marketing theory revels in self-fuelling spirals of incrementalism. A postcolonial approach – with an ideological reversal that put consumers in the driving seat – may be the way to break the siege of incrementalism.
