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The Postmodern Explained To Managers: Implications For Marketing …
The Postmodern Explained To Managers: Implications For Marketing
Bernard Cova
Introduction
The author emphasizes that the postmodern trend is so strong that it's replacing most previous theories.
The postmodern perspective influences managers.
Postmodernity, age of
the image/experience
One of the core concepts regarding postmodernity is
hyper-reality
. Essentially, the produced is more real than reality. You watch a movie to see friendship and love, you go to Disney land to see real life versions of imaginary things.
"There is a tendency and willingness on the part of postmodern consumers to prefer the hype or the simulation to the "real" itself."
Postmodernity, the time
of the individual/tribes
Individualism
Due to the internet, social interactions are being replaced. One can do pretty much everything at home and not need to go out into the world. Thus more time is spent with the hyper-real than the real. This increases isolation and develops a sort of narcissism.
"Postmodernity can therefore be understood as a period of severe social dissolution and extreme individualism.
Postmodernism is characterized by individualism.
Tribalism
Postmodernity also fosters a new type of tribalism, centered around your "community". However, community does not mean where you live geographically like it previously did, it now means the people whose interests and opinions you share.
"modern society was conceived as an ensemble of social groups: socio-professional categories, social classes, and so on. Postmodern society in contrast, resembles a network of societal micro-groups in which people share strong emotional links, a commn subculture, a vision of life.
In stead of one monolithic culture, there is a diaspora of subcultures coexisting.
Postmodern marketing,
Images and experiences
Functional differences between producs or services are shrinking, and consumers make their buying decisions according to the images of these products.
The job of a postmodern marketer is to identify the cultural meanings and images that are intended for the product. The marketer must decide what the product is supposed to "say".
For these images to be believeable, the image of the company becomes very important.
Postmodern marketing,
one-to-one and tribal marketing
The main idea of most contemporary marketing philosophies seems to be to create a relationship with the customer.
Arguments for personalized marketing
Due to subcultures, the market cannot be seen as homogeneous, as such it must be segmented into smaller parts using computerized information and databases. These groups can then be specifically targeted.
The consumer is unpredictable, as such we cannot predict his behaviour. But in a continuous relationship we can adjust to the changes in behaviour