Postmodern Marketing and Its Impact on Traditional Marketing Approaches: Is Kotler Dead?

ABSTRACT : The essay discusses the concept of postmodern marketing and its impact on marketing theory and practice. It explores the characteristics of postmodernism, including openness, tolerance, hyper-reality, fragmentation, and the lack of clear boundaries, and how they challenge traditional marketing approaches. The paper also looks at the contributions of postmodern marketing to consumer and marketing research and how it has redefined the way we think about marketing as a science. Ultimately, it raises the question of whether and how marketing should adapt itself to the new conditions brought about by postmodernism.

KEYWORDS :Postmodernism, Postmodern Marketing, Kotler, Marketing Theory, Postmodern Consumer