El Marketing y la Postmodernidad: Nuevos desafíos ante un nuevo contexto
Palabras clave:
marketing, postmodernismo, consumidor, cambioResumen
En las últimas décadas del siglo pasado –y primeros años del presente– hemos atravesado cambios radicales en ámbitos fundamentales de la actividad humana como el social, cultural, económico y político. Nuevas tendencias se han extendido alrededor del mundo, especialmente en aquellas sociedades occidentales y en aquellas con arraigada influencia occidental. Muchos estudiosos de diversas disciplinas atribuyen estos cambios en la vida y en la condición social como producto de un mismo fenómeno denominado postmodernismo. Partiendo de esta premisa, el presente documento intenta exponer cómo esta corriente está afectando a la teoría del marketing y está determinando las condiciones bajo las que se desenvuelve su práctica. Su influencia cobra mayor importancia al considerar el rol protagónico que cumple el marketing dentro del fenómeno postmoderno.
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