ARC: Research: Theories: Postmodernism
Overview
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Key Citations
Firat, A. Fuat, Nikhilesh Dholakia, and Alladi Venkatesh (1995), "Marketing in a Postmodern World," European Journal of Marketing, 29 (1), 40-56.
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Application Areas
product, society
Other Literature
Mick, David Glen and Susan Fournier (1998), "Paradoxes of Technology: Consumer Cognizance, Emotions and Coping Strategies," Journal of Consumer Research, 25 (2), 123-143.
Suggest other literature by sending email to arc@ama.org.