This article highlights some of the limits of the traditional approach of research through the review of the history of marketing and the analysis of the underlying epistemology. This evidence shows how revolutionary the effects of adopting postmodernism could be on marketing, and particularly on marketing research. In the light of this new perspective, many long-established concepts such as knowledge, scientific progress, methodology and rigour should be reconsidered. More than likely directions are therefore envisaged in the future, and a postmodern interpretation of marketing research is suggested, i.e. the experiential research.

Postmodernisme et recherche en marketing

PODESTA', STEFANO;ADDIS, MICHELA
2005

Abstract

This article highlights some of the limits of the traditional approach of research through the review of the history of marketing and the analysis of the underlying epistemology. This evidence shows how revolutionary the effects of adopting postmodernism could be on marketing, and particularly on marketing research. In the light of this new perspective, many long-established concepts such as knowledge, scientific progress, methodology and rigour should be reconsidered. More than likely directions are therefore envisaged in the future, and a postmodern interpretation of marketing research is suggested, i.e. the experiential research.
2005
9781929165285
Silva F., Carù A., e Cova B. (Eds.)
Marketing Méditerranée et Postmodernité
Podesta', Stefano; Addis, Michela
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/1862191
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact