Recycling Postmodern Marketing

Ideas take ten years to migrate from the edge to the centre of academic disciplines. Postmodernism is no exception. The concerns and crises that many postmodern marketers were predicting in the mid-1990s are now exercising the leading lights of marketing scholarship. This paper proffers a potted summary of the PoMo phenomenon and identifies its principal characteristics. It also asks whether the leading lights are the right people to take our discipline forward, since they got marketing into its current conceptual, philosophical and methodological mess