From segmentation to fragmentation: Markets and marketing strategy in the postmodern era

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
Title:	From segmentation to fragmentation: Markets and marketing strategy in the postmodern era
Author(s):	A. Fuat Firat, (Faculty of Marketing, Arizona State University West, School of Management, Phoenix, USA), Clifford J. Shultz II, (Faculty of Marketing, Arizona State University West, School of Management, Phoenix, USA)
Citation:	A. Fuat Firat, Clifford J. Shultz II, (1997) "From segmentation to fragmentation: Markets and marketing strategy in the postmodern era", European Journal of Marketing, Vol. 31 Iss: 3/4, pp.183 - 207
Keywords:	Market segmentation, Marketing, Marketing strategy, Postmodernism
Article type:	Conceptual Paper
DOI:	10.1108/EUM0000000004321 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Attempts to contribute to the growing literature on postmodernism and marketing by addressing the changes in the market and the corresponding changes that have to take place in marketing strategies. Assesses the implications of postmodernism for marketing managers and other marketing practitioners, and proposes the marketing strategies that are needed to respond to the changes in the market with the growing influence of postmodernity. Discusses directions for future research.