The Changing Orientation Of Marketing: An Emerging Post-Modern Perspective, Strategic Change

This paper argues that British society, together with the other parts of the post-industrial world, is undergoing extraordinary change. Moreover, this change seems to be affecting all people and institutions.This paper argues that this transformation presents a number of challenges to current marketing orthodoxy and explores how marketing might need to evolve to operate in the emerging mass customization, post-modern, post-industrial environment. The paper presents the argument that the new role of marketing in this post-modern world will be to help individuals in consumer culture to increase their ability to choose identities and negotiate their position in society by the creative use of their lifestyles and consumption.While presenting real challenges, the new marketing landscape offers real business opportunities to those who are willing to engage with this new emerging reality.