Postmodern marketing: everything must go! 31
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Wolf, M. J. (1999) The Entertainment Economy,
Penguin, London.Further reading
Modesty forbids, you understand, but you
might find the following of interest:Brown, S. (1995) Postmodern Marketing, Rout-
ledge, London. Summarizes the major strands
of postmodern thought, coupled with a
critique of ‘modern’ marketing theory.
Brown, S. (1998) Postmodern Marketing Two:
Telling Tales, International Thomson, London.
Extends the first book by arguing that art,
aesthetics, storytelling etc. offer a possible
way forward for twenty-first century market-
ing scholarship.
Brown, S. (2001) Marketing – The Retro Revolu-
tion, Sage, London. Rummages through the
dustbin of marketing history and comes up
with an alternative to the ‘modern’ market-
ing paradigm.