Post - modern marketing and marketing communications

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F10%3A63509608" target="_blank" >RIV/70883521:28120/10:63509608 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Post - modern marketing and marketing communications
Original language description
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. In spite of the marketing communications costs are still increasing, the management of these costsis starting to be ineffective. Specific way how to get out and the possibility how to change the old convention can be post-modern marketing communication, for which is typical interest in symbolism and designed truth. In this paper author sets up the basic characteristics of post - modern marketing and his influence over marketing communications. Post-modern marketing communication is playful, contains paradoxes, violation, more meanings and phantasmagoric attitude. Author offers certa
Czech name
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Czech description
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Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
New Economic Challenges : 2nd International PhD Students Conference Part II
ISBN
978-80-210-5111-9
ISSN
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e-ISSN
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Number of pages
6
Pages from-to
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Publisher name
Masarykova univerzita v Brně
Place of publication
Brno
Event location
Brno
Event date
Jan 1, 2010
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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