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Marketing theory: Breaking the siege of incrementalism

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Abstract:

Since 1940, marketing theory has undergone two full transformational turns – managerial and broadening – but a third turn, radical-postmodern, is unfinished. Unready for radical-postmodern renewal, marketing theory revels in self-fuelling spirals of incrementalism. A postcolonial approach – with an ideological reversal that put consumers in the driving seat – may be the way to break the siege of incrementalism.

Document Type: Commentary

DOI: https://doi.org/10.1362/026725709X471659

Publication date: 2009-09-01

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