Marketing to postmodern consumers: Introducing the internet chameleon

European Journal of Marketing

Volumn 42, Issue 3-4, 2008, Pages 299-310

  Simmons, Geoff ^a  

^a UNIVERSITY OF ULSTER   (United Kingdom)

Author keywords

Consumer behaviour; Internet; Marketing; Postmodernism; Social networks

Indexed keywords

EID: 41649102618     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560810852940     Document Type: Review

References (83)

1. Aberdeen Group (2000), Web Analytics: Transporting Clicks into Business, Aberdeen Group, Boston, MA.
2. Addis, M. and Podesta, S. (2005), "Long life to marketing research: a postmodern view", European Journal of Marketing, Vol. 39 Nos 3/4, pp. 386-413.
3. Arias, J.T.G. and Acebron, L.B. (2001), "Postmodern approaches in business-to-business marketing and marketing research", Journal of Business & Industrial Marketing, Vol. 16 No. 1, pp. 7-20.
4. Auger, P. (2005), "The impact of interactivity and design sophistication on the performance of commercial websites for small businesses", Journal of Small Business Management, Vol. 43 No. 2, p. 119.
5. Balasubramanian, S., Krishnan, V.V. and Sawhney, M. (2001), "New offering realization in the networked digital environment", in Wind, J. and Mahajan, V. (Eds), Digital Marketing, Wiley, New York, NY.
6. Banks, D. and Daus, K. (2002), Customer Community: Unleashing the Power of Your Customer Base, Jossey-Bass, San Francisco, CA.
7. Baudrillard, J. (1993), Simulations, Semiotext(e), New York, NY.
8. Brooks, G. (2006), "The risks and rewards of the branded blog", Marketing, December, pp. 44-7.
9. Brown, S. (1993a), "Postmodern marketing: principles, practice and panaceas", Irish Marketing Review, No. 6, pp. 91-100.
10. Brown, S. (1993b), "Postmodern marketing?", European Journal of Marketing, Vol. 27 No. 4, pp. 19-35.
11. Brown, S. (1995), Postmodern Marketing, Routledge, London.
12. Brown, S. (1997), Postmodern Marketing Two: Telling Tales, International Thompson Business Press, London.
13. Brown, S. (1999), "Retro-marketing: yesterday's tomorrows, today", Marketing Intelligence & Planning, Vol. 17 No. 7, pp. 363-76.
14. Brown, S. (2002), "Vote, vote, vote for Philip Kotler", European Journal of Marketing, Vol. 36 No. 3, pp. 313-24.
15. Brown, S. and Patterson, A. (2000), "Figments for sale: marketing, imagination and the artistic imperative", in Brown, S. and Patterson, A. (Eds), Imagining Marketing: Art, Aesthetics and the Avant-Garde, Routledge, London, pp. 4-32.
16. Buresh, S. (2003), "Your web traffic and your bottom line", available at: www.marketingprofs.com/2/buresh.asp (accessed 18 March 2003).
17. Burton, D. (2002), "Postmodernism, social relations and remote shopping", European Journal of Marketing, Vol. 36 Nos 7/8, pp. 792-810.
18. Cova, B. (1996), "The postmodern explained to managers: implication for marketing", Business Horizons, pp. 15-23.
19. Cova, B. (1997), "Community and consumption: towards a definition of the 'linking value' of product and services", European Journal of Marketing, Vol. 31 No. 3, pp. 297-316.
20. Cova, B. and Pace, S. (2006), "Brand community of convenience products: new forms of customer empowerment - the case 'My Nutella the Community'", European Journal of Marketing, Vol. 40 Nos 9/10, pp. 1087-105.
21. Cova, B., Pace, D.J. and Park, D.J. (2007), "Global brand communities across borders: the Warhammer case", International Marketing Review, Vol. 24 No. 3, pp. 313-29.
22. Datta, P.R., Chowdhury, N. and Chakraborty, B.R. (2005), "Viral marketing: new form of word-of-mouth through internet", The Business Review, Vol. 3 No. 2, pp. 69-76.
23. Dawes, J. and Brown, R.B. (2000), "Postmodern marketing: research issues for retail financial services", Qualitative Market Research, Vol. 3 No. 2, p. 90.
24. Dearstyn, B.W. (2005), "Blogs: the new information revolution?", Information Management Journal, Vol. 39 No. 5, p. 38.
25. Derrick, S. (2006), "The revolution masterclass on interpreting web data", Revolution, March, pp. 78-81.
26. Dholakia, U.M., Bagozzi, R.P. and Klein, L.R. (2004), "A social influence model of consumer participation in network and small group-based virtual communities", International Journal of Research in Marketing, Vol. 21 No. 3, pp. 241-63.
27. Eco, U. (1987), Travels in Hyper-Reality, Picador, London.
28. Elliott, R. (1993), "Marketing and the meaning of postmodern culture", in Brownlie, D., Saren, M., Wensley, R. and Whittington, R. (Eds), Rethinking Marketing: New Perspectives on the Discipline and Profession, Warwick Business School, Coventry, pp. 134-42.
29. Flrat, A.F. and Shultz, C.J. (1997), "From segmentation to fragmentation: markets and marketing strategy in the postmodern era", European Journal of Marketing, Vol. 31 Nos 3/4, pp. 183-207.
30. Flrat, A. and Venkatesh, A. (1993), "Postmodernity: the age of marketing", International Journal of Research in Marketing, Vol. 10 No. 3, pp. 227-49.
31. Flrat, A. and Venkatesh, A. (1995), "Liberatory postmodernism and the re-enchantment of the postmodern era", Journal of Consumer Research, Vol. 22 No. 3, pp. 239-67.
32. Frolick, M.N. and Chen, L. (2004), "Assessing m-commerce opportunities", Information Systems Management, Vol. 21 No. 2, pp. 53-62.
33. Gabriel, Y. and Lang, T. (1995), The Unmanageable Consumer, Sage Publications, London.
34. Gilmore, J.H. and Pine, J.H. II (1997), "Beyond goods and services", Strategy & Leadership, Vol. 25 No. 3, pp. 10-18.
35. Gitlin, T. (1989), "Postmodernism: roots and politics", in Angus, I. and Jhally, S. (Eds), Cultural Politics in Contemporary America, Routledge, New York, NY.
36. Goulding, C. (2003), "Issues in representing the postmodern consumer", Qualitative Market Research: An International Journal, Vol. 6 No. 3, pp. 152-9.
37. Grenci, R.T. and Watts, C.A. (2007), "Maximising customer value via mass customized e-consumer services", Business Horizons, Vol. 50 No. 2, pp. 123-32.
38. Gruen, T.W., Osmonbekov, T. and Czaplewski, A.J. (2005), "How e-communities extend the concept of exchange in marketing: an application of the motivation, opportunity, ability (MOA) theory", Marketing Theory, Vol. 5 No. 1, pp. 33-49.
39. Hagel, J. III and Armstrong, A.G. (1997), Net Gain: Expanding Markets through Virtual Communities, Harvard Business School Press, Boston, MA.
40. Hanson, K. (2006), "Should the boss be blogging?", Strategic Communication Management, Vol. 10 No. 2, p. 6.
41. Harridge-March, S. (2004), "Electronic marketing, the new kid on the block", Marketing Intelligence & Planning, Vol. 22 Nos 2/3, p. 297.
42. Harwood, S. (2007), "The revolution masterclass on social networking sites", Revolution, January, pp. 62-5.
43. Ibeh, K.I.N., Luo, Y. and Dinnie, K. (2005), "E-branding strategies of internet companies: some preliminary insights from the UK", Journal of Brand Management, Vol. 12 No. 5, p. 355.
44. Jameson, F. (1990), "Postmodernism and consumer society", in Foster, H. (Ed.), Postmodern Culture, Pluto, London.
45. Jiang, P. (2002), "Exploring consumers' willingness to pay for online customization and its marketing outcomes", Journal of Targeting, Measurement and Analysis for Marketing, Vol. 11 No. 2, pp. 168-84.
46. Johnson, G.J. and Ambrose, P.J. (2006), "Neo-tribes: the power and potential of online communities in health care", Communications of the ACM, Vol. 49 No. 1, pp. 107-13.
47. Kacen, J.J. (2000), "Girrrl power and boyyy nature: the past, present and paradisal future of consumer gender identity", Marketing Intelligence & Planning, Vol. 18 Nos 6/7, pp. 345-56.
48. Kellner, D. (1995), Media Culture, Routledge, London.
49. Kilpatrick, I. (2002), "Too many hits are bad for your web site", available at: www.contactoruk.co.uk/tech-hits.html (accessed 5 January 2006).
50. Kozinets, R.V. (2001), "Utopian enterprise: articulating the meanings of Star Trek's culture of consumption", Journal of Consumer Research, Vol. 28, pp. 67-88.
51. Kozinets, R.V. (2002), "The field behind the screen: using netnography for marketing research in online communities", Journal of Marketing Research, Vol. 34, pp. 61-72.
52. Macrae, C. (1996), The Brand Charter Handbook, Addison-Wesley, Harlow.
53. McWilliam, G. (2000), "Building stronger brands through online communities", Sloan Management Review, Spring, pp. 43-54.
54. Maffesoli, M. (1996), The Time of the Tribes: The Decline of Individualism in Mass Society, Sage Publications, Thousand Oaks, CA.
55. Marcolin, B., Coviello, N. and Milley, R. (2005), "Assessing web-enabled interactivity: an audit tool", Journal of Organisational and End User Computing, Vol. 17 No. 4, p. 232.
56. Mort, G.S. and Drennan, J. (2002), "Mobile digital technology: emerging issues for marketing", Journal of Database Management, Vol. 10 No. 1, pp. 9-24.
57. Notess, G.R. (2007), "Community filtering: Digg, Slashdot, and the social web", Online, Vol. 31 No. 1, pp. 45-8.
58. Patterson, M. (1998), "Direct marketing in postmodernity: neo-tribes and direct communications", Marketing Intelligence & Planning, Vol. 16 No. 1, pp. 68-74.
59. Peppers, D. and Rogers, M. (1993), The One to One Future, Currency Doubleday, New York, NY.
60. Phippen, A.D. (2004), "An evaluative methodology for virtual communications using web analytics", Campus-Wide Information Systems, Vol. 21 No. 5, p. 179.
61. Pitta, D.A. and Fowler, D. (2005), "Internet community forums: an untapped resource for consumer marketers", The Journal of Consumer Marketing, Vol. 22 Nos 4/5, p. 265.
62. Precision Marketing (2006), "Wake up to RSS before it makes a monkey of you", Precision Marketing, March, p. 11.
63. Preece, J. (2001), Online Communities: Designing Usability, Supporting Sociability, Wiley, Chichester.
64. Rowley, J. (2004), "Just another channel? Marketing communications in e-business", Marketing Intelligence & Planning, Vol. 22 No. 1, p. 24.
65. Schmitt, E., Manning, H., Yolanda, P. and Tong, J. (1999), Measuring Web Success, Forrester Research, Cambridge, MA.
66. Shubert, P. and Hampe, J.F. (2006), "Mobile communities: how variable are their business models? An exemplary investigation of the leisure industry", Electronic Commerce Research, Vol. 6, pp. 103-21.
67. Shukla, A. (2006), "Building loyalty, virtually: many companies are building, and incorporating, online communities into their outreach programmes", Business Today, 17 December, p. 206.
68. Slater, D. (1997), Consumer Culture and Modernity, Polity Press, Cambridge.
69. Sterne, J. and Cutler, M. (2000), "E-metrics: business metrics for the new economy", available at: www.emetrics.org/articles/whitepaper.html (accessed 13 March 2005).
70. Strauss, C. (1997), "Partly fragmented, partly integrated: an anthropological examination of postmodern fragmented subjects", Cultural Anthropology, Vol. 12 No. 3, pp. 362-404.
71. Thompson, C.J. and Troester, M. (2002), "Consumer values systems in the age of postmodern fragmentation: the case of natural health microculture", Journal of Consumer Research, Vol. 28, pp. 550-71.
72. Whitecross (2002), "From web logs to web logs to web loyalty: managing your customers throughout the customer lifecycle", available at: www.whitecross.com (accessed June 2007).
73. Brown, S. (1994), "Marketing as a multiplex", European Journal of Marketing, Vol. 28 No. 8, pp. 27-52.
74. Brown, S. (1996), "Art or science? Forty years of marketing debate", Journal of Marketing Management, Vol. 12 No. 4, pp. 243-67.
75. Dru, J.M. (1996), Disruption, Wiley, New York, NY.
76. Dru, J.M. (2002), Beyond Disruption, Wiley, New York, NY.
77. Gladwell, M. (2000), The Tipping Point: How Little Things Can Make a Big Difference, Little Brown & Company, New York, NY.
78. Hamel, G. and Prahalad, C.K. (1992), "Corporate imagination and expeditionary marketing", Harvard Business Review, Vol. 69 No. 4, pp. 31-43.
79. Hill, S. and Rifkin, G. (1999), Radical Marketing: From Harvard to Harley: Lessons from Ten that Broke the Rules and Made it Big, HarperCollins, New York, NY.
80. Lee, M. (1993), Consumer Culture Reborn, Routledge, London.
81. Levinson, C. (1993), Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business, Houghton Mifflin, Boston, MA.
82. Rosen, E. (2000), The Anatomy of Buzz: How to Create Word of Mouth Marketing, Doubleday, New York, NY.
83. Walmsley, A. (2007), "Wikis demand we shut up and listen", Marketing, 10 January, p. 13.