The concept of modernism, which means living in a world that does not belong to the past and needs to be addressed with the different methods, refers to a period in which the lifestyles of individuals are differentiated and rapid changes are experienced in the institutional and cultural areas. The technological developments and economic growth brought about by the Enlightenment process that emerged in the 17th century Europe and the industrial revolution that followed have reshaped the individual, society and government relations from the societal, economic and political aspects by taking the societies out of the traditional structure. However, the despair of modernist thought to the social problems that occurred after the World War II led the scientists to seek new quests and the concept of postmodernism was suggested as a result of these quests. The postmodernist paradigm questioning the basic concepts and movements of the modernist thought expresses a mentality that emphasizes freedoms, differences, heterogeneity and pluralism. The trend of postmodernism, which has caused a change and transformation in many areas of social life, has influenced the marketing processes along with the production and consumption cultures. The purpose of this study is to mention the concepts of postmodernism, pluralism and marketing and to put forth the effects and reflections of postmodernism and pluralism understanding on the marketing environment, change in market structures and marketing decision components.
Modernism, Postmodernism, Pluralism, marketing.
| Author : | Nilgün KÖKSALAN |
|---|---|
| Number of pages: | 423-441 |
| DOI: | http://dx.doi.org/10.29228/TurkishStudies.23021 |
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