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Staging consciousness: marketing 3.0, post-consumerism and future pathways

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In this article, we set out to frame a temporal context for differing stages of business and society development in general, and marketing development in particular. In charting a contested past, a confused present, and an uncertain future, this article considers the nature and consequences of different conceptualisations of these stages in broad terms and the related question of what matters for marketing in such notions as “marketing 3.0” and postconsumerism. This signals the nature of the change in a way akin to, but different from, for example, postmodernism and poststructuralism. We follow other scholars in positioning the present as a definite point of change where business as usual is no longer credible, and as a point of possible transformation, but differ in how we see the field address convergences of business, consciousness, disciplines, and social movements.
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Keywords: CULTURAL EVOLUTION; FUTURE OF MARKETING; POST-CONSUMERISM; PROSUMER; THIRD WAVE; TRANSFORMATION

Document Type: Research Article

Publication date: 2010-12-01

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