...Lars Thøger Christensen; Simon Torp; A. Fuat Firat Purpose The purpose of this paper is to demonstrate that, under conditions of postmodernity, the market is too complex to be responded to with an IMC‐framework. While the desire of IMC scholars and practitioners to reinstate order...

... pressure now challenge the assertion that marketing is a rational formal process of analysis, planning, implementation and control. © MCB UP Limited 2002 Communications Marketing strategy Postmodernism But, marketing and postmodernism are already interwoven. There is no doubt that most...

... that postmodern theory has posed for corporate identity theory and the contribution that van Riel’s theory can make to addressing these challenges. The theory of common starting points is then applied to the corporate identity of the Mainfreight corporation. Striving for coordination by no means implies...