This article highlights some of the limits of the traditional approach of research through the review of the history of marketing and the analysis of the underlying epistemology. This evidence shows how revolutionary the effects of adopting postmodernism could be on marketing, and particularly on marketing research. In the light of this new perspective, many long-established concepts such as knowledge, scientific progress, methodology and rigour should be reconsidered. More than likely directions are therefore envisaged in the future, and a postmodern interpretation of marketing research is suggested, i.e. the experiential research.
Addis, M., Podesta', S. (2005). Postmodernisme et recherche en marketing. In F. Silva, Antonella Carù, Bernard Cova (a cura di), Marketing Méditerranée et Postmodernité (pp. 69-106). Euromed Marseille.