What postmodernism means to marketing managers

Article Abstract:

The concept of postmodernism has several implications for the management of marketing. Postmodernism focuses on both discontinuity and continuity, and is characterised by ambiguity, fragmentation and the juxtaposition of opposites. In marketing, postmodernity means supporting the social link - tribes or subcultures of consumption - via experiences which encourage the co-creation of meanings. This involves juxtaposing opposites such as communication with participation; image marketing with experience marketing; and one-to-one marketing with tribal marketing.

Influence, Beliefs, opinions and attitudes, Postmodernism

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A twin-track networking approach to project marketing

Article Abstract:

Project based organizations have to develop specific proposals for tendering, which meet the requirements of individual customers, although producers of goods and services have to meet the collective demands of homogeneous groups of consumers. A networking approach can be the basis of a twin-track approach, aimed at maximizing the chances of success. This is undertaken through a deterministic approach, anticipating the competitive arena, or a constructivist approach, becoming actively involved in forming the competitive arena.

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To bid or not to bid: screening the Whorcop Project

Article Abstract:

Issues are presented concerning the management of the bidding process in companies offering a projects-to-order service. The importance of screening projects before deciding to bid is discussed with reference to the Catalu shipyard.

Management, Project management, Contracts, Letting of contracts, Competitive bidding, Shipyards

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