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).
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