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By August 16, 2022essay代写



Marketing Fragmentation and Post mod-ernism营销碎片化和后现代主义研究分析

Parallel currents of thought started to develop in the 80s, when mar-keting economic theory grounding were starting to become too narrow for researchers. One of these is service marketing, which wanted to move onfrom the product centrality and exchange based model of the marketing concept and the 4P’s (Gronroos 1984; Zeithaml,Parasuraman, and Berry1985). Modern marketing normative theory was fragmented into different currents of marketing such as social marketing, sustainable marketing, rela-tionship marketing, network marketing, value marketing, quality and satis-faction management. The marketing mix was re-adapted to accommodate the service perspective and three more P’s were added but the intrinsic “or-ganisation focused” logic remained unchanged.


The different marketing currents developed during the 80s gave life to afragmentation of the marketing discipline.

Venkatash and Firat (1999) iden-tified five postmodern conditions that constitute the postmodern framework:the sign system, hyperreality, particularism, fragmentation, and the symbolic nature of consumption.


Brown (1993, in Fuat and Shulz, 1997) further expanded the framework by articulating three tendencies of the postmodern consumer: readiness for living a perpetual present, emphasis on form/style, and greater acceptance of a state of disorder.

布朗(1993年Fuat Shulz,1997年)进一步扩大了框架所阐明的后现代消费趋势:准备一个永久的现在的生活,强调形式/风格,更好地接受一种无序的状态。

Postmodernist implications revolutionised marketing theory as well asits practice (Firat Fuat and Venkatesh, 1995). Most of the elements afore-mentioned in fact have enriched relationship marketing (RM), customer re-lationship management (CRM) and experience marketing by either being 1.3 The Service Dominant Perspective 19 assimilated or rejected. For example the omnipresence of disjointed and dis-connected moments and experiences in life and sense of self are now a coreelement in customer experience management (CEM), that analyses the cus-tomer experience at every touch point from a phenomenological (first-person)perspective (Schmitt, 2003).

后现代主义的影响,彻底改变了市场营销理论,以及asits的做法(FIRAT Fuat和卡塔斯,1995年)。丰富的元素,其实前面提到的关系营销(RM),客户关系管理(CRM)和体验式营销,要么为1.3同化或拒绝服务的主要观点19。例如无处不在的各自为政,显示连接的时刻和生活经验和自我意识的现在是coreelement的客户体验管理(CEM),分析在每一个接触点的客户体验,从现象学(第一人称)透视图(施密特,2003)。

Another important contribution of the postmodern perspective is the con-tinuous renovation of the production cycle and the position of customer asco-producer of images and experiences. Linking back this concept to UK HEIs it is vital that these organisations involve their users, students and professors, as active agents in the production process. Consumers’ feelings play an increasingly important role in defining a company’s customers and inaligning companies’ value propositions to their actual experience delivered.


Despite the important contribution to the experiential perspective of post-modern marketing its pessimistic vision of customers, which are described as mostly disloyal and preferring transactional relationships, limits the scope ofthe strategic actions that this approach has to offer.



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