Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing

  • A. Fuat Fırat, Nikhilesh Dholakia
  • Marketing Theory, June 2006, SAGE Publications
  • DOI: 10.1177/1470593106063981

Postmodernism and Marketing: A systematic explanation

What is it about?

This is the relatively recent and systematic piece on postmodernism and marketing, in 'Marketing Theory', following the 1995 Firat/Dholakia/Venkatesh well-cited European Journal of Marketing article and the influential award-winning 1995 Firat/Venkatesh article in Journal of Consumer Research. This piece draws the links between postmodernism and marketing clearly, using multiple conceptual tables. Full text MAY BE available here: ALSO try via here:

Why is it important?

While ideas of postmodernism, following intellectual popularity cycles, wax and wane, the core idea -- that we are in a rapid era of cultural transformation, and marketing and consumption are affected by this as well as affect it -- remains as important as ever. The quests continue: Fuat Firat and Nikhilesh Dholakia are exploring the notion of the "construer" while Dholakia and his associates are exploring "transmedia".


Dr Nikhilesh Dholakia
University of Rhode Island

Ideas of postmodernism (PoMo) fell out of fashion in humanities and social theory due to over-extension and over-analysis. In marketing (and other everyday life) practices, however, these notions have grown steadily (made deeper inroads) since this article and the Firat-Dholakia-Venkatesh 1995 EJM paper. We (the 2 authors) are revisiting-renewing these ideas in 2017-18. Contact us.

Read Publication

The following have contributed to this page: Dr Nikhilesh Dholakia