Postmodernism Perspectives for Macromarketing: An Inquiry into the Global Information and Sign Economy

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Abstract
The author proposes a postmodern framework for understanding the contemporary global economic and social/cultural order. Because the origins of postmodernism are so diverse and disparate, the challenge for macromarketers is to capture the key concepts that are relevant to macromarketing theory and practice. Toward this goal, the author specifies five postmodern conditions that constitute the postmodern framework: the sign system, hyperreality, particularism, fragmentation, and the symbolic nature of consumption. The article proceeds to identify and analyze three contemporary macromarketing topics using the postmodern framework: the global sign economy, flexible regimes of production and consumption, and the information economy and informational capitalism. The article concludes with implications for future research and practice.

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