پست مدرنيسم و بازاريابي مصرف كننده در هزاره جديد

Postmodernism and Consumer Marketing at the New Millennium

Postmodernism leads to epochal changes in culture, technology, economic, art and other areas. Management as a multidisciplinary science is being affected by this new paradigm. Also, Marketing as a dynamic area of management and due to communication with people and society being affected by culture and individualsʹ attitudes changes and especially postmodernism. Many believe that postmodernism will end golden age of marketing and so marketing theories need to be revised fundamentally. In this paper, we reviewed different postmodernism theories and its challenges for modern marketing, this section followed by the presentation different schools of postmodern marketing, its attributions and differences with previous era. Finally, we discuss new trends and concepts in marketing at postmodern era