MARKETING APPLICATIONS WITH THE POSTMODERN POINT OF VIEW
POSTMODERN BAKIŞ AÇISIYLA PAZARLAMA UYGULAMALARI

Author : Oğuz YAVUZYILMAZ
Number of pages : 399-412

Abstract

Today, everything is changing and developing rapidly; Perhaps the most important concept that covers all these changes and development is postmodernism. Especially in consumption-centered societies, the most application area of postmodernism is seen as marketing..Does postmodern marketing practices trigger the consumer, or does the consumer who embraces and carries on the features of postmodern culture make it happen? May be this is one of the most important questions that need to be answered. In this study; advergaming, relational marketing, oral marketing, retro marketing, green marketing, contextual marketing, content marketing which are applied to reach the consumer of today; has been investigated postmodern marketing applications. It would not be wrong to say that all of the recent work in the field of marketing is actually postmodern applications. Marketing itself is postmodern , in fact this opinion, it sums up everything said in this context. The concepts of marketing and postmodern have become almost identical. In terms of the dynamics and the ways of marketing that continuous change is obvious, the concept of marketing has its own postmodernism.

Keywords

Postmodernism, Postmodern Marketing, Postmodern Marketing Techniques

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