Abstract
Postmodernists suggest that necessities are socially influenced. Therefore, products that are not perceived as necessities might come to be viewed as such over time. This study attempts to shed light on the role of marketing strategies in this necessitation process. Three companies whose products are considered necessities are identified. In employing content analysis, aspects of their marketing strategies are examined. The investigation is guided by a theoretical framework adapted from postmodern literature, including image is the product, fluctuating feelings, fragmented images, and inseparability of production and consumption.
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© 2016 Academy of Marketing Science
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Braun, J. (2016). A Postmodern Perspective on Marketing Strategies in the Necessitation of Products: A Structured Abstract. In: Kim, K. (eds) Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-26647-3_140
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DOI: https://doi.org/10.1007/978-3-319-26647-3_140
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-26646-6
Online ISBN: 978-3-319-26647-3
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