Enhancing marketing success: knowledge about the postmodern consumer

This paper explores the rationale for the identification of ‘postmodern’ consumers as a form of competence in strategic marketing management. I discuss the conceptual framework for targeting postmodern consumers, for creating and managing ‘postmodern’ consumers as part of the production process, and for assessing postmodern marketing strategies as competency. Globalisation and postmodernity will be discursively addressed with particular emphasis on the postmodern vis-à-vis modern marketing strategies, assessing individualities and consequences of choices from a managerial perspective. The proposed strategic marketing model views postmodern marketing as a process juxtaposed between opposites – globalisation and localisation of products as well as (customer and producer) identities – and thus becomes an intangible postmodern competency.