Enhancing Marketing Success: Knowledge about the Postmodern Consumer

By Sabine H. Hoffmann.

Published by The Organization Collection

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Article: Print $US10.00
Article: Electronic $US5.00

This paper explores the rationale for the identification of ‘postmodern’ consumers as a form of competence in strategic marketing management. I discuss the conceptual framework for targeting postmodern consumers, for creating and managing ‘postmodern’ consumers as part of the production process, and for assessing postmodern marketing strategies as competency. Globalisation and postmodernity will be discursively addressed with particular emphasis on the postmodern vis-à-vis modern marketing strategies, assessing individualities and consequences of choices from a managerial perspective. The proposed strategic marketing model views postmodern marketing as a process juxtaposed between opposites – globalisation and localisation of products as well as (customer and producer) identities – and thus becomes an intangible postmodern competency.

Keywords: Strategic Marketing Management, Postmodernity, Competencies

The International Journal of Knowledge, Culture and Change Management, Volume 7, Issue 1, pp.71-82. Article: Print (Spiral Bound). Article: Electronic (PDF File; 772.262KB).

Dr. Sabine H. Hoffmann

Department of International Communication, Macquarie University, Sydney, NSW, Australia

Sabine H. Hoffmann (Ph.D candidate, Dept. of International Communication, Macquarie University, Australia). Her research interests, teaching experiences and publications include fields such as strategic marketing management and international marketing. Prior to joining academia, she held marketing management positions within multinational companies in Europe and Asia.


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