POST - MODERN MARKETING AND MARKETING COMMUNICATIONS
POST - MODERN MARKETING AND MARKETING COMMUNICATIONS

Author(s): Jan Pospišil
Subject(s): Business Economy / Management, Behaviorism, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: Post - modern marketing; marketing communications; behavioural economic; advertising; symbolism;
Summary/Abstract: The paper deals with the problem of marketing communications at the time – so called “post –modern” marketing. Conventional marketing models and techniques are built on modernistic paradigm, which presents unique and structured view of the world. Today's marketing communications are controlled by rational rules and they are concentrated above all on measurement, objectivity and verification possibilities.

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