Abstract
Postmodernists suggest that necessities are socially influenced. Therefore, products that are not perceived as necessities might come to be viewed as such over time. This study attempts to shed light on the role of marketing strategies in this necessitation process. Three companies whose products are considered necessities are identified. In employing content analysis, aspects of their marketing strategies are examined. The investigation is guided by a theoretical framework adapted from postmodern literature, including image is the product, fluctuating feelings, fragmented images, and inseparability of production and consumption.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
