Postmodern marketing: research issues for retail financial services

Postmodern conditions and re-evaluations of marketing theory are prompting a re-consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services as an illustration. Groups of financial s...

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Bibliographic Details
Published in:Qualitative market research 2000-06, Vol.3 (2), p.90-99
Main Authors: Dawes, Jillian, Berman Brown, Reva
Format: Article
Language:English
Subjects:
Conformity
Consumer behavior
Consumer behaviour
Consumers
Financial services
Knowledge management
Marketing
Marketing strategy
Marketing theory
Modernism
Modernity
Postmodernism
Society
Volatility
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Summary:Postmodern conditions and re-evaluations of marketing theory are prompting a re-consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services as an illustration. Groups of financial services customers, once assumed to be homogeneous, are proving to have individualised needs and are resisting conventional segmentation techniques. Behavioural consistency and orderliness are giving way to fragmentation and market instability in what is described as the postmodern era. Financial service retailers, structured, formalised and risk averse, may find that their preference for uniformity inhibits their ability to serve with diverse, evolving markets. A research agenda is proposed based on a juxtaposition of postmodern considerations and financial services retailing incorporating recent contributions to marketing thought.
ISSN:1352-2752
1758-7646
DOI:10.1108/13522750010322098