DOCSLIB.ORG

From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era A

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era A European Journal of Marketing From segmentation to fragmentation: Markets and marketing strategy in the postmodern era A. Fuat Firat, Clifford J. Shultz II, Article information: To cite this document: A. Fuat Firat, Clifford J. Shultz II, (1997) "From segmentation to fragmentation: Markets and marketing strategy in the postmodern era", European Journal of Marketing, Vol. 31 Issue: 3/4, pp.183-207, https://doi.org/10.1108/ EUM0000000004321 Permanent link to this document: https://doi.org/10.1108/EUM0000000004321 Downloaded on: 12 October 2017, At: 09:09 (PT) References: this document contains references to 93 other documents. To copy this document: [email protected] The fulltext of this document has been downloaded 25500 times since 2006* Users who downloaded this article also downloaded: (1997),"Ecotourism: a guide for marketers", European Business Review, Vol. 97 Iss 5 pp. 231-236 <a href="https:// doi.org/10.1108/09555349710179843">https://doi.org/10.1108/09555349710179843</a> (2000),"Conflict management strategies of principals in site-based managed schools", Journal of Educational Administration, Vol. 38 Iss 2 pp. 142-158 <a href="https://doi.org/10.1108/09578230010320109">https:// doi.org/10.1108/09578230010320109</a> Access to this document was granted through an Emerald subscription provided by emerald-srm:616458 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Downloaded by ABE, Miss Claire Siegel At 09:09 12 October 2017 (PT) *Related content and download information correct at time of download. From From segmentation to segmentation to fragmentation fragmentation Markets and marketing strategy in the postmodern era 183 A. Fuat Firat and Clifford J. Shultz II Faculty of Marketing, Arizona State University West, School of Management, Phoenix, USA Introduction There have been several philosophical debates in the history of marketing thought about the discipline’s mission and role within business and society. Among these debates are science versus art, the extent to which the marketing concept should be broadened, and the recent debates on method and philosophy. From them emerged and continue to emerge new directions and challenges for marketing and marketers. Of course, these debates are (were) usually spurred by social forces or evolving business conditions that inspire(d) the need for fresh thinking. One of the most compelling forces today would appear to be the advent of postmodernism. As a new perspective, which has been very effective in the arts and humanities (Foster, 1985; Kaplan, 1987; Stephanson, 1988), as well as in architecture (Jencks, 1987), postmodernism seems likely to make, and by some accounts is already making (Gitlin, 1989; Habermas, 1983; Hutcheon, 1988; Jameson, 1992), an impact on contemporary culture, generally, and consumer culture, specifically. This impact has not been lost on marketing scholars, many of whom have begun to examine postmodernism within the context of their discipline (Brown, 1993a, 1993b; Firat, 1990, 1991, 1992, 1993; Firat and Venkatesh, 1993, 1995; Firat et al., 1993, 1994; Ogilvy, 1990; Sherry, Downloaded by ABE, Miss Claire Siegel At 09:09 12 October 2017 (PT) 1991; van Raaij, 1993; Venkatesh, 1989, 1992). Moreover, subsumed under the impact of postmodernism across institutions is the belief that postmodernism may also considerably affect the way that marketing organizations will need to conduct business into the next century. Indeed, the modus operandi for marketers in a postmodern era may be “business as unusual”. Consequently, there may be a need for traditional marketing management practitioners to reassess their assumptions about markets and the strategies they use to create competitive advantage and to capture market share. Contributions by marketing scholars have generally focused on the implicit impact of postmodernism on marketing (Brown, 1993a, 1993b; Firat, 1992; van Raaij, 1993), yet our review of the literature led us to conclude that the implications of postmodernism for strategic marketing have received little if any attention from marketing scholars. Our objective, then, is to expand the European Journal of Marketing, Vol. 31 No. 3/4, 1997, pp. 183-207. discussion of postmodernism’s impact on the discipline of marketing and, more © MCB University Press, 0309-0566 European specifically, to suggest strategic contingencies for marketing managers and Journal research opportunities for marketing and consumer research scholars. of Marketing The expanding influence of postmodernism 31,3/4 Postmodernism, for a time considered to be a fad by some members of almost all academic disciplines, could prove to be a serious contender as a new 184 perspective from which to view and to act in the world, generally, and the business world, specifically (see Brown, 1993b). This premiss clearly has far- reaching implications for marketing managers. Despite its academic and popular adversaries (see Bhaskar, 1991; Eagleton, 1990; Habermas, 1983; Hill, 1993), postmodernist insights and ideas seem to be commanding growing attention and creating serious interest across many disciplines, including architecture (Frampton 1983; Jencks, 1987), art (Levin, 1988; Wallis, 1984), philosophy (Derrida, 1982; Lyotard, 1984; Madison, 1988), literary criticism (Jameson, 1992; Wilson, 1989), women’s studies (Nicholson, 1990) and history (Winders, 1991). Although marketing and consumer research disciplines have been relatively slow to recognize the impacts and existence of postmodernism as compared to sociology (Bauman, 1992), political science (Angus and Jhally, 1989; Aronowitz, 1988), and even the management discipline (Bergquist, 1993), recently postmodernist implications have begun to be explored by marketing scholars (as previously cited). In marketing, these implications may be more than practical, operational, or even theoretical. They may, by some accounts (Firat and Venkatesh, 1995), result in substantial redefinition of the character and the role of the field. For example, an articulation of postmodernist insights for marketing and the consumers of a possibly postmodern era may suggest that some of the most central tenets and/or principles of marketing – e.g. the marketing concept – be re-thought and modified extensively. The purpose of this paper is to explore these practitioner relevant implications, especially as they pertain to segmentation and positioning, two of the most central and strategic concepts in marketing management (Kotler, 1991). Segmentation and positioning have been singled out because they are Downloaded by ABE, Miss Claire Siegel At 09:09 12 October 2017 (PT) cornerstones of marketing management, yet emerging trends would suggest traditional conceptions of either may not be as meaningful or satisfactory as once thought, if we hope to understand or explain emerging market conditions. Therefore, marketers may need to develop different conceptions and approaches to segmentation and positioning if they wish to achieve marketing objectives. The aforementioned literature implies the need for transformation(s) in how we view markets. That is, if and when postmodern changes (further) entrench themselves in our societies, no clear or specific recommendations have been promulgated that will enable practitioners to respond to the concomitant marketing challenges. We intend to recommend proactive strategies and frameworks for marketers interested in successfully responding to those challenges. To accomplish this task we shall refer to the framework developed by Firat and Venkatesh (1993), taking into consideration the extensions to this framework offered by van Raaij (1993) and Brown (1993a, 1993b). These From authors have provided insights into the complex and at times confusing segmentation to discussions on the meaning and domain of postmodernist discourse and culture fragmentation in order to discern the connections and mutual influences between postmodernism and marketing. In this vein, each paper has proposed several connections between postmodernism and, for example, marketing and advertising practices, which demonstrate the postmodernist tendencies of 185 marketing, especially in recent years. In their framework, Firat and Venkatesh (1993) offer five conditions of postmodern culture: (1) hyperreality; (2) fragmentation; (3) reversal of consumption and production; (4) decentring of the subject; and (5) paradoxical juxtapositions (of opposites) and a general consequence of these conditions – loss of commitment. Van Raaij (1993) adds to these conditions the consequence of openness, which he defines as pluralism; that is, pluralism as the dominant approach to all relationships, or as the acceptance of difference. Brown further expands the framework by articulating
Load more

Recommended publications
  • Postmodern Impacts on the Consumption Patterns, Activities and Theories
    Yrd. Doç. Dr. Uğur BATI* Postmodern Impacts on the Consumption Patterns, Activities and Theories Özet Abstract Bu çalışma, postmodern olarak adlandı- This paper investigated the postmod- rılan tüketim biçimini araştırıp, postmo- ernist notion of consumption and at- dernizm sürecinde yaşanan bazı tempts to identify some of the konuları aydınlatmayı amaçlamaktadır. concerns raised by postmodern. The Makale kapsamında yürütülen araştır- study proposes a methodology based ma, tüketim etkinlikleri üzerindeki post- on showing sample case advertise- modern dönemde oluşan etkileri ortaya ments and consumption forms for the çıkarmak, bu tip bir tüketimin anlamını revealing postmodern impacts on con- araştırmak ve yapısını ortaya koymak sumption and for interpreting the amacıyla, bütünce olarak belirlenen meaning and understanding the struc- reklamları ve tüketim biçimlerini örnek ture of such consumption forms. In the olarak ortaya koymaktadır. Çalışma research, it’s stated that from the post- kapsamında, postmodern olarak adlan- modern perspective on consumption, dırılan tüketim biçiminin temel karakter- hyperreality, fragmentation, decen- lerinin üst-gerçeklik, parçalanma, tring of the subject, commodification öznenin merkezleştirilmemesi, nostaljinin of nostalgia and brand community metalaştırılması ve marka topluluğu bi- forms are essential characteristics. çimi olduğu belirtilmiştir. Bunun yanında, However, it’s reveal that this subject is konunun oldukça ayrıntılı olduğu vurgu- highly comprehensive and the evalua- lanmış ve bu nedenle konu hakkında tion of the conclusions would be a sub- daha ayrıntılı bir çalışma gerçekleştir- ject for a wider and more menin zorunluluğu ifade edilmiştir. comprehensive study. Anahtar Kelimeler Key Words Postmodernizm, tüketim, üst-gerçeklik, Postmodernism, consumption, hyperreality, parçalanma, marka topluluğu, nostalji fragmentation, brand community, nostalgia * [email protected] Introduction 1994; Baudrillard, 2004) or a late modern society (e.g.
    [Show full text]
  • Service Dominant Logic Applied to Postmodern Marketing
    International Journal of Business and Management Invention ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X www.ijbmi.org || Volume 5 Issue 6 || June. 2016 || PP—32-38 Service Dominant Logic Applied to Postmodern Marketing Can Pamir1 1Institute of Social Sciences, Istanbul Bilgi University, Turkey ABSTRACT: This paper provides an analysis of how service dominant logic of marketing can be appliedin a post-modernistic approach in the hope of providing solutions and elucidations to certain criticisms on postmodern marketing. The work has been shaped as a conceptual essay and comprises (1) premise derivation for postmodern marketing; (2) the fundamentals of service dominant logic of marketing in relation to postmodern marketing’s derived premises; and (3) anapplication of service dominant logic with postmodern marketing which serves to elucidate certain criticisms imposed on post-modern marketing. Keywords: Marketing orientations,postmodern marketing,service dominant logic I. Introduction Postmodernism, which refers both to a philosophy and a broad movement that mainly developed in the late 20th century and influenced various different disciplines -including arts, architecture, social sciences, and even physical sciences- is typically defined by an attitude of skepticism, subjectivism, a general suspicion of reason, and distrust toward grand theories or ideologies. (Merriam Webster‟s Collegiate Dictionary, 1996). Consequently, post-modernistic thought, which is broadly characterized by tendencies towards epistemological and moral relativism, pluralism, self-referentiality, as well as irony, asserts that knowledge and truth are the products of unique systems of social, historical, and political discourse and interpretation, and are therefore contextual and constructed (Duignan, 2014). In early 1990‟s the concepts of postmodernism also started to enter marketing research and stimulated questions about the marketing theory along with its applications (Brown, 1999) and made a lasting impact over the field.
    [Show full text]
  • Is One Marketing Concept Enough?
    New marketing, improved marketing, apocryphal marketing: is one marketing concept enough? Introduction Truth and trust are not the same, but - in a sophisticated, information-rich society, where the ‘cynical and choice-ridden’ consumer is set to dictate (McCole, 2004) - it is unlikely they can exist apart. Without truth there is no trust, and without trust what passes as truth is just utilitarian rhetoric. For marketing this is an important issue - and since it emerged, blinking, into the gathering light of the post-sales era, it has sought to establish for itself both social and academic approbation. The questions “who are we; and why are we here?” are continuously revisited (e.g. Baker and Erdogan, 2000; King, 1985; Shaw and Jones, 2005) and are symptomatic of an inherent insecurity and concern for intellectual and moral vindication. But despite an enthusiastic and fastidious concern for trust (Morgan and Hunt, 1994; Reast, 2005; Singh and Sirdeshmukh, 2000) marketing’s relationship with truth has often been touched with an uncertain hue, and this is something that has dogged the discipline from the start. Satisfying customers Marketing’s response to the charge that it seeks to deceive has always been that it exists, merely, to please - that its ‘primary goal’ is to satisfy customers (Witkowski, 2005). And from the outset, marketing (rather than selling) has consistently claimed that for an organisation to be successful it must relate ‘all its thinking to the customer’s needs' (Felton, 1959). This notion of satisfying the customer underpins a normative perspective on what marketing is all about, yet the marketing concept itself addresses a wider agenda.
    [Show full text]
  • Experiential Marketing and the Changing Nature of Extraordinary
    Journal of Business Research 97 (2019) 43–50 Contents lists available at ScienceDirect Journal of Business Research journal homepage: www.elsevier.com/locate/jbusres Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture T ⁎ Alexandros Skandalisa, , John Byromb, Emma Banisterb a Lancaster University Management School, UK b Manchester Business School, University of Manchester, UK ARTICLE INFO ABSTRACT Keywords: Prior experiential marketing research suggests that extraordinary consumption experiences take place within Experiential marketing antistructural frames, i.e. outside the realms of everyday life. This paper challenges that notion, through an Consumer culture theory ethnographic study of consumers attending the Primavera Sound music festival in Barcelona, Spain. We de- Extraordinary experiences monstrate that festival attendees perceive their experiences to be extraordinary, despite these occurring within Music festivals ‘everyday’ structural frames. Consumers' extraordinary experiences unfold through their negotiation of a series Post-postmodernism of structural and antistructural marketplace tensions, including commercialism/authenticity, ordinary/escapist, and immersion/communing. We outline the theoretical implications of our research for the changing nature of extraordinary consumption experiences, in light of post-postmodern consumer culture. We conclude with managerial implications and provide suggested avenues for future research. 1. Introduction Saceanu, 2016; Tumbat & Belk, 2011). Such tensions include nurturing joint versus limited interactions, pursuing common versus singular The rise of postmodern consumer culture has been associated with goals, searching for communal integration versus individual immersion, the proliferation of experiential marketing approaches (Arnould & and living sacred and authentic versus profane and commercial ex- Thompson, 2005; Hirschman & Holbrook, 1982; LaSalle & Britton, periences (Husemann et al., 2016).
    [Show full text]
  • Re-Imagining the Cultural Brand: Postmodernism and Next Wave Marta Massi, Paul Harrison
    Re-imagining the Cultural Brand: Postmodernism and Next Wave Marta Massi, Paul Harrison 1Lumsa University and Deakin University, Rome and Melbourne, Italy, 2Deakin University, Melbourne, Victoria, Australia Abstract The traditional means by which an organisation manages a brand, with a focus on consistency and coherence, has been challenged by the emergence of a postmodern marketplace, that celebrates diversity, flexibility, and complexity. This paper examines the extent to which postmodernism has influenced branding in the arts and culture sector. Through an analysis of the Australian Next Wave brand, by a compare/contrast with modernist marketing techniques, we found that postmodernism has significantly influenced the way that this large cultural organisation manages its brand. In particular, we found that Next Wave offers an innovative brand management model founded on an interaction between the content provider, i.e., the artist, and the organisation. This research is useful to brand managers both in the field of arts and culture, but also outside the sector, because it is becoming increasingly difficult for marketers to brand their products in the traditional, and typical, modernist fashion. The paper concludes by arguing that the challenges for contemporary marketers will be to find the balance between a modern and postmodern approach to branding. 1 Introduction The traditional interpretation of a brand, and the means by which an organisation communicates its brand, might be considered a product of a modernist managerial paradigm, with its focus on consistency, control, and coherence (Brown 1995, 1999; Firat and Shultz 1997). With the emergence of postmodernism, this logic has been challenged by one of flexibility and openness, since consumers are no longer willing to commit or conform to any unified and consistent idea, system, or narrative.
    [Show full text]
  • Postmodern Advertising: a Longitudinal Study of Super Bowl Commercials
    Postmodern Advertising: A Longitudinal Study of Super Bowl Commercials Abstract The present study examines the impact of postmodernism on advertising content, through a longitudinal analysis of 1.516 Super Bowl commercials that shown during the last 40 years (1969-2009). Moreover, for the Super Bowl commercials screened during the last decade (2000), the attitude towards the ad was measured, using USA Today Ad Meter scores as a dependent variable. The findings reveal that the use of “postmodern advertising devices” (such as surreal visuals, symbolic associations and humorous juxtapositions) has been increased during the last four decades. On the contrary, “modern advertising approaches” (such as realistic visuals, the use of experts and high levels of information content) have been reduced. Besides, it seems that “postmodern advertising approaches” lead to significantly more positive attitudes toward the ad, during the last decade. Keywords: Postmodernism, Super Bowl Commercials, Attitude toward the Ad Track: Advertising, Promotion and Marketing Communications 1 1. Introduction Our era has been called the age of “post-everything” (Venkatesh, Sherry, & Firat, 1993), since it is highly influenced by a general philosophical and cultural movement, the postmodernism. “Postmodernism is best understood not just as a style but as a general orientation, as a way of apprehending and experiencing the world and our place, or placelessness, in it ” (Gitlin, 1989, p.101). Its effects are evident everywhere in our everyday life, ranging from architecture and art to marketing and more precisely advertising. The term “postmodernism”, deals with the collision of “ generally established truths (metanarratives), the liberation from all conformity and the freedom to experience as many ways of being as desired ” (Firat & Venkatesh, 1993, p.229).
    [Show full text]
  • On the Use and Abuse of Nietzsche for Marketing Communication: Examining Consumer Suspicion Toward Advertising Daniel Ulf Assmus
    Duquesne University Duquesne Scholarship Collection Electronic Theses and Dissertations Spring 1-1-2008 On the Use and Abuse of Nietzsche for Marketing Communication: Examining Consumer Suspicion toward Advertising Daniel Ulf Assmus Follow this and additional works at: https://dsc.duq.edu/etd Recommended Citation Assmus, D. (2008). On the Use and Abuse of Nietzsche for Marketing Communication: Examining Consumer Suspicion toward Advertising (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/15 This Worldwide Access is brought to you for free and open access by Duquesne Scholarship Collection. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Duquesne Scholarship Collection. For more information, please contact [email protected]. ON THE USE AND ABUSE OF NIETZSCHE FOR MARKETING COMMUNICATION: EXAMINING CONSUMER SUSPICION TOWARD ADVERTISING A Dissertation Submitted to the McAnulty Graduate School of Liberal Arts Duquesne University In partial fulfillment of the requirements for the degree of Doctor of Philosophy By Daniel Ulf Assmus March 2008 Copyright by Daniel Ulf Assmus 2008 ON THE USE AND ABUSE OF NIETZSCHE FOR MARKETING COMMUNICATION: EXAMINING CONSUMER SUSPICION TOWARD ADVERTISING By Daniel Ulf Assmus March 12, 2008 APPROVED ____________________________________________________ Dr. Pat Arneson, Dissertation Director Associate Professor Department of Communication & Rhetorical Studies APPROVED ____________________________________________________
    [Show full text]
  • Marketing Theory
    Marketing Theory http://mtq.sagepub.com/ Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing A. Fuat Firat and Nikhilesh Dholakia Marketing Theory 2006 6: 123 DOI: 10.1177/1470593106063981 The online version of this article can be found at: http://mtq.sagepub.com/content/6/2/123 Published by: http://www.sagepublications.com Additional services and information for Marketing Theory can be found at: Email Alerts: http://mtq.sagepub.com/cgi/alerts Subscriptions: http://mtq.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://mtq.sagepub.com/content/6/2/123.refs.html Downloaded from mtq.sagepub.com at SUFFOLK UNIV on March 24, 2011 Volume 6(2): 123–162 Copyright © 2006 SAGE www.sagepublications.com DOI: 10.1177/1470593106063981 articles Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing A. Fuat Fırat University of Texas – Pan American Nikhilesh Dholakia University of Rhode Island, USA Abstract. Buffeted by the twin forces of postmodern cultural shifts and momentous technological developments, the conceptual structure of marketing that had crystal- lized during the 1960s and 1970s is being strained. This article analyses the impact of postmodernism and of new information technologies on the conceptual foundations of marketing. Six main areas of challenge are identified. Cases that illustrate the technology-driven cultural shifts, affecting the very foundation of marketing, are pre- sented. Key Words • business process • consumers • globalization • marketing organization • markets • modernity • post-consumer • postmodern Introduction Two major forces are contributing to what may be epochal changes in contempo- rary human history: unprecedented developments in several technologies and watershed transformations in culture.
    [Show full text]
  • Integrated Marketing Communication As Epideictic Rhetoric and Its Implications for Ethical Branding Tricia Mcfadden
    Duquesne University Duquesne Scholarship Collection Electronic Theses and Dissertations Fall 1-1-2017 Integrated Marketing Communication as Epideictic Rhetoric and Its Implications for Ethical Branding Tricia McFadden Follow this and additional works at: https://dsc.duq.edu/etd Part of the Marketing Commons, and the Rhetoric Commons Recommended Citation McFadden, T. (2017). Integrated Marketing Communication as Epideictic Rhetoric and Its Implications for Ethical Branding (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/239 This Immediate Access is brought to you for free and open access by Duquesne Scholarship Collection. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Duquesne Scholarship Collection. For more information, please contact [email protected]. INTEGRATED MARKETING COMMUNICATION AS EPIDEICTIC RHETORIC AND ITS IMPLICATIONS FOR ETHICAL BRANDING A Dissertation Submitted to the McAnulty College and Graduate School of Liberal Arts Duquesne University In partial fulfillment of the requirements for the degree of Doctor of Philosophy By Tricia Giannone McFadden December 2017 Copyright by Tricia Giannone McFadden 2017 INTEGRATED MARKETING COMMUNICATION AS EPIDEICTIC RHETORIC AND ITS IMPLICATIONS FOR ETHICAL BRANDING By Tricia Giannone McFadden Approved November 3, 2017 ________________________________ ________________________________ Dr. Janie Harden Fritz Dr. Ronald C. Arnett Professor Professor (Committee Chair) (Committee Member) ________________________________
    [Show full text]
  • 8. CHAPTER 8 Suggestions and Implications Derived from Theoretical Synthesis
    CHAPTER 8 Research results 8. CHAPTER 8 Suggestions and implications derived from theoretical synthesis 8.1 INTRODUCTION Postmodernism has been described in Chapter 2 as a process as opposed to a phenomenon with a finite beginning and end. In this process form, postmodernism functions as a tool that enables one to deconstruct knowledge and reconstruct new knowledge from the original elements and potentially incorporate additional information (fragmentation and pastiche); it allows one to reconsider pre-existing definitions and distinctions between elements (de-differentiation); it acknowledges that interpretation is relative to the individual (relativism); and because of this, multiple interpretations may be accepted as plausible possibilities (pluralism and tolerance); and since this process reconsiders conventionally accepted knowledge, it is characterised as anti-foundational. Bearing this in mind, the author has used a reflective tone in discussions as a means of applying this process of postmodernism throughout the thesis to address issues concerning change and limitations of current knowledge in marketing and/or marketing communication principles within the context of a postmodern society. These points have been formulated in the form of questions or quasi-propositions and classed under an overall umbrella term of quasi-propositions. The purpose of this chapter is to revisit the quasi-propositions by arranging them in summarised versions based in the order of the chapters in which they emerged. Table 8.1 indicates the key topics as they appeared in Chapters 2 to 5. The topics are unpacked with a representation of the quasi-propositions in summarised form, under the headings that described them in Chapters 2 to 5.
    [Show full text]
  • A Postmodern History of Internet Advertising Part I
    CHARM 2017 Proceedings A Postmodern History of Internet Advertising Part I 67 Lilly Anne Buchwitz Humber College, Toronto, Canada Abstract Purpose—This paper explains the methodology and background to A Model of Periodization of Radio and Internet Advertising History (presented at CHARM 2015 Long Beach), which compares the development of advertising on two new media, radio and Internet. Design/methodology/approach—The research is based on historic and contemporary materials, and mediated through the personal experience of the researcher. It incorporates the methodology of new historicism and is influenced by postmodern historiography and postmodern marketing. Originality/value—The literature review is itself a history, and the model which emerged from this research is also original. Keywords Internet history, Internet advertising, radio history, radio advertising, advertising history, marketing history, postmodern marketing Paper type Research paper Introduction When the World Wide Web emerged as a new mass medium for communications in the early 1990s it was quickly embraced by consumers—but not by marketers. Home Internet access was relatively inexpensive, all one needed was a computer and a Web browser for the whole world of information to be available at one’s fingertips. But when the first advertising appeared on a website in 1994 it was immediately despised by those consumers, not to mention harshly criticized by Web developers and ignored by most reputable marketers. Only a few forward thinking, imaginative marketers dared to experiment with the new medium as a platform for advertising. This paper is presented in two parts: Part I, which describes the epistemological foundation of the history of Internet advertising, including the model of periodization of that history; and Part II, a work in progress which describes the history of Internet advertising to the present day, organized according to the model.
    [Show full text]
  • Ijcrb.Webs.Com 1294 POSTMODERN MARKETING
    ijcrb.webs.com JANUARY 2013 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 9 POSTMODERN MARKETING: TOWARDS A CONVERGENCE BETWEEN THE INDIVIDUALISTIC APPROACH AND THE TRIBAL APPROACH Rabeb BLAIECH* (Corresponding author) Faculty of Economic Sciences and Management-Tunis-Tunisia Abderrazak GHARBI* Faculty of Economic Sciences and Management-Tunis-Tunisia Manel HAMOUDA* Faculty of Economic Sciences and Management-Tunis-Tunisia (*Authors Names are sorted by alphabetical order) Abstract This research focuses on the approaches that structure the postmodern marketing framework: the individualistic approach and the Latin approach. It is a synthesis work elaborated in order to show, firstly, the differences between these two approaches on the theoretical, epistemological and methodological levels. Secondly, we tried to overstep these differences by highlighting the common points. Our goal is to diffuse the understanding of postmodernism and to reduce the postmodern theorization contention by advocating a moderate vision that combines individualistic and Latin approach. Key words: Postmodern Marketing, individualistic approach, tribal approach, epistemology, methodology, convergence. 1. Introduction Postmodernism was born due to the modernity myth saturation (Maffesoli, 1988 in Basilico, 2003; Venkatesh, Sherry and Firat, 1993). The origin of this paradigm has its first signs in areas such as art and architecture. It is that towards the 90s when Marketing and Management became aware of the postmodernism revolution (Venkatesh, Sherry and Firat, 1993). The growing implications of postmodernism affect, closely, various marketing subjects, as consumer behavior (Venkatesh, Sherry and Firat, 1993; Firat and Venkatesh, 1995; Joy and Venkatesh, 1994), consumption (Elliott, 1998; Cooper et al., 2005, Holt, 1997; Sandikci et al., 2002. Sitz and Amine, 2004; Chantelat et al., 2002), communication (Firat and Christensen, 2005; Patterson, 1998; Noah and Venkatesh, 1999) and industrial marketing (Arias et al., 2001).
    [Show full text]