Buffeted by the twin forces of postmodern cultural shifts and momentous
technological developments, the conceptual structure of marketing that had
crystallized during the 1960s and 1970s is being strained. This article analyses
the impact of postmodernism and of new information technologies on the
conceptual foundations of marketing. Six main areas of challenge are identified.
Cases that illustrate the technology-driven cultural shifts, affecting the very
foundation of marketing, are presented.
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