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- W2036571048 abstract "Abstract In a postmodern society, technological advances have had a considerable impact on the development of media, most notably digital media. The unique properties and interactive capabilities of digital media have altered the dynamics of communication and have given rise to new applications that were not previously possible. This article considers the transitions from modern to postmodern marketing. The main purpose is to reflect on the effects of the characteristics of postmodernism as outcomes of a postmodern society, in the context of marketing and marketing communication, with specific emphasis on the use of digital media. This conceptual article, based on a review of the postmodern literature, argues that characteristics of postmodernism are evident in society and that they create new opportunities for marketers. This requires innovation in communication strategies. The marketing literature reveals that the most relevant characteristics of postmodernism are fragmentation, de-differentiation, hyperreality, chronology, pastiche, anti-foundationalism and pluralism. Potential marketing opportunities resulting from these traits were identified together with prospective marketing communication tactics. Assessing the extant literature on postmodernism has made it possible to advance the application of the characteristics of postmodernism to the marketing domain, thus adding to the body of knowledge on postmodernism. The article contributes by providing practical applications through which to optimise the effects of the characteristics of postmodernism. It also illustrates the need to revisit existing traditional approaches to marketing and/or marketing communication, which were developed under previous worldviews and are becoming less applicable in the context of a postmodern society." @default.
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- W2036571048 date "2013-03-01" @default.
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- W2036571048 title "Suggesting new communication tactics using digital media to optimise postmodern traits in marketing" @default.
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- W2036571048 doi "https://doi.org/10.1080/02500167.2013.757248" @default.
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