Postmodern Marketing. August 21, 2019. https://ivypanda.com/essays/postmodern-marketing-essay/. Instead, Nike is bent upon attaching the “swoosh” logo to any person, place, or thing that achieves recognition in the popular cultural world of sports” (Holt, 1999). The reason of Facebook’s success in the modern business arena is that the company opened innovative, unusual opportunities for people spending much time in the social networks for various reasons. Need a custom Essay sample written from scratch by To begin with the effect of the term "postmodernism" on the customer side, it can be argued that it has brought a new phenomenon of postmodern marketing. What is even more important, despite any innovations the company marketers still managed to sustain the image of coolness of their product so aspired by all consumers (Nancarrow & Nancarrow, 2007, p. 142). Blackberry may be used for a number of purposes everywhere – in the office, in a bus or at the beach, thus intruding in all spheres of human lives that have been neglected by marketers before. 11, no. Examples abound supporting the hypothesis that advertising has moved from a rationalmodernist model towards the postmodern traits of focus on emotional and symbolic meaning,customisation and audience interactivity, emphasis on tribalism and identity and irony, playfulnessand intertextuality. 19-34, 1993. IvyPanda, 21 Aug. 2019, ivypanda.com/essays/postmodern-marketing-essay/. If you continue, we will assume that you agree to our DoltaÅŸ, D. (1999). McGirt, E 2008, ‘The Brand Called Obama’, Fast Company. Center for Applied Research (CFAR) n.d., ‘Mini-Case Study: Nike’s “Just Do It” Advertising Campaign’. In the paper “Postmodern Marketing” the author analyses the fundamental principle behind market research, which is influential, yet plain and simple. Figure 2.1: Chapter framework of Chapter 2 Defining postmode-rnism Complexity Theory Postmodernism & marketing Postmodern traits Business has to be unusual and attractive nowadays as the humanity evolves from the ‘tribal’, ‘segmented’ state as it has been recently referred to (Nancarrow & Nancarrow, 2007, p. 129-130). People buy food, clothes, elements of style and devices for communication every day; they go out to eat and have fun. Initially dismissed as one among many intellectual fads, postmodernism now occupies a prominent position in all manner of academic disciplines. In the modern marketing, a company generally makes some standardization in terms of what a customer needs, wants or desires by evaluating the society as a whole. The motto of marketing has recently been segmentation of the population, targeting the focus groups by specific kinds of advertising etc. Rejection of Objectivity. Chris Hackley, We use cookies to help provide and enhance our service and tailor content.By continuing, you agree to the use of cookies. 2. For full functionality of this site it is necessary to enable JavaScript. Web. Ä°stanbul: Toplum ve Bilim yayınları. Due to its non-traditional means; postmodern communication is also referred to as the information society. August 21, 2019. https://ivypanda.com/essays/postmodern-marketing-essay/. Since 2007 Blackberry initiated major repositioning of the appliance, erasing the prestige, age and income margins that are so unpopular for the postmodern way of thinking in marketing. (Yüksek Lisans Tezi). To learn more, visit our Cookies page. Postmodern Marketing? 11, No. Postmodernism: Decor of a Room, Proliferation of Surfaces or Something Else? In the hard times of a recession and low sales, the company leaders developed a new inspirational logo for the company “Just Do It”. The most obvious example is sexual morality. According to the literature the postmodernism is stated as a critique and not a concept whereas the normative marketing practice is based on collective decision, morals and also on consumer behavior. The “Just Do It” campaign was able to turn sweaty, pain-ridden, time-consuming exercise in Nike sneakers into something sexy and exciting” (CFAR, n.d.). Copyright © 2020 - IvyPanda is a trading name of Edustream Technologies LLC, a company registered in Wyoming, USA. IvyPanda. He argues that the postmodernism of the series is the result of a number of interrelated factors: David Lynch’s reputation as a film maker, the stylistic features of the series, and, finally, its commercial intertextuality (the marketing of related products: for example… The present reality does not work according to the principles of ‘normative’ marketing that has been making the major emphasis on segmentation and positioning for a long time (Firat & Shultz, 1997, p. 184). However, now there are no tribes that will follow the lead and will pursue the concept of the cool by means of brand commitment. First, the postmodern period is characterized by the look back to the past – one can explain a plenty of well-marketed ‘retro’ advertisements that play on the people’s nostalgia. IvyPanda. Now the gadget is available not only for business officials of high positions, but for the young people worldwide as well. Our website is a unique platform where students can share their papers in a matter of giving an example of the work to be done. Holzner, S 2008, Facebook marketing: leverage social media to grow your business, Indianapolis: Que. This page was processed by aws-apollo1 in 0.174 seconds, Using the URL or DOI link below will ensure access to this page indefinitely. The image of an item is a non-technological source of competitive advantage which does not ignore technology but diminishes its importance. Initially created as a business appliance vital for staying in touch with business partners, now Blackberry is also a wonderful digital friend used for fun, traveling and communication for any individual wishing to stay in touch not only on the phone but with the help of the Internet (Blackberry, 2010). The name of the company producing Blackberries is also eloquent – Research in Motion. 16 Pages Posted: 11 Mar 2012. ‘Paradoxical juxtapositions’, life in the chaotic present with the main stress on the outer style and form and not on the quality of the content define the paradigm of postmodern marketing relationships that have to be considered by those marketers willing to fit in them and remain afloat in the evolving cultural and business world (Firat & Schultz, 1997, p. 185). 3 and Vol. The administration of the company reacted in a timely way to the fact that online consumption patterns change, and their offer to connect to customers, partners and potential clients through social networking turned out a serious success. POSTMODERN MARKETING MIX 1) Product Proliferation 2) Antithesis in Price 3) Presence in Salesroom 4) Participating in Advertisement of Product or Service 13. Postmodernism trait in a marketing and/or marketing communication context 3. All this information on the extended opportunities offered by Facebook corresponds to the postmodern requirements of cyber-reality, chaos and disorder; it is possible to only imagine the ways people interact in virtual social networks to realize how chaotic, turbulent and instant the communication is. Modernism, for example, tends to present a fragmented view of human subjectivity and history, but presents that fragmentation as something tragic, something to be lamented and mourned as a loss. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. More. professional specifically for you? Women are now viewed as a completely different segment for marketing than men, and their characteristics in building consumer behavior are approached from a completely new angle (von Hippel et al., 2010). Web. Postmodernizm. Unfortunately, your browser is too old to work on this site. How postmodernism can be used as a theoretical approach to the Humanities, The Concept of Status Consumption and How A Marketer Might Be Able To Utilise Status to Market A Specific Brand or Product Type, International Marketing Plan for Miscea in the UAE, Pricing strategy and channel of distribution. Suggested Citation, Northland RoadLondonderry, BT48 7JLNorthern Ireland, Subscribe to this fee journal for more curated articles on this topic, Marketing and Literature: The Anxiety of Academic Influence, By ‘How Obama Won It With the Web’, Fast Company. Suggested Citation: Reconsideration of age segmentation as viewed on the example of people in their 50s and the purchasing power they represent, the role of women in business is also a part of the postmodern marketing strategic reconsideration; pensioners are offended by the attributes of inferiority created due to stereotypes, thus being discouraged to involve in modern marketing campaigns (Allen, 2008). management. Their major difference from conventional commercial Web sites is that Facebook allows simultaneous communication and marketing, ensures various acquaintance and communication opportunities that may precede business relationships etc. (2019) 'Postmodern Marketing'. "Postmodern Marketing." Retrieved from https://ivypanda.com/essays/postmodern-marketing-essay/. Postmodernism And Modernism 796 Words | 4 Pages. (Blackberry, 2010). This page was processed by aws-apollo1 in. To begin with the effect of the term “postmodernism” on the customer side, it can be argued that it has brought a new phenomenon of postmodern marketing. European Journal of Marketing, 27(4), 19. Fisk, P 2009, Marketing Genius, San Francisco: John Wiley and Sons. Holt, DB 1999, ‘Postmodern Markets’, Boston Review: a Political and Literary Forum. It is enough to understand how the initially social network opened for non-students in 2006 evolved to become an over-grasping, universal mechanism for communication, entertainment, brand-new business and fun within a couple of years to realize how well it fulfills the innovative postmodern needs of the 21st century’s consumers (Dunay & Krueger, 2009). Blackberry. StudentShare. Like most postmodern art, the work seems to be a deliberate challenge to conventional notions of taste and to the modern separation of high art and popular culture. Examples of Post Modernism in Television. The University of Texas at El Paso. What’s your deadline? No-one will dispute the fact that the whole humanity is now living in the business world acting on the principles of production, marketing and consumption. each of which form the basis for some reigning contemporary positions in phi-losophy and cultural studies. Cookies Policy, This essay on Postmodern Marketing was written and submitted by your fellow student. Market. doi: 10.1002/ejsp.749. IvyPanda. Postmodernism would claim that such a view might pertain to Christians but not to those who don't follow Jesus Christ ; therefore, sexual morality has become much more permissive in our society in recent decades. ... Southampton Football Club, for example… Fifth Idea: Postmodern Marketing is Marketing Images It is now recognised that functional differences between products and services are diminishing, and that consumers buy an image of these items. We use cookies to give you the best experience possible. 2019. The Facebook facilities include managing the groups in which individual is, finding the proper groups for business promotion, organization of public events and dissemination promotional information, creating ad presentations etc. 183-207. Postmodern Marketing is a term derived from postmodern philosophical movements where there are cultural tendencies of inherent suspicion towards a global cultural narrative or meta-narrative. Postmodern Marketing is a term derived from postmodern philosophical movements where there are cultural tendencies of inherent suspicion towards a … It is very hard to address the turbulent, changing needs of every focus group, hence an innovative approach is required to retain the product’s sales on an adequate, if not rising level. According to the opinion of experts, it incorporated not only the winning position of the company’s administration willing to become the world’s leader in sales, their determination and commitment in work, but the inspirational element that intruded in other spheres of human life than only sportswear. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. 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