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後現代哄騙:行銷的顛覆與再生

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後現代哄騙:行銷的顛覆與再生
Product Code:
264896
Model:
9789866098260
Product by:
博雅書屋
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Product Information

ISBN: 9789866098260

出版日期: 2011-09-25

作者: 陳智凱

裝訂: 平裝.單色印刷.168頁.

 

  後現代弔詭-疑慮,本身即有疑慮。行銷弔詭-哄騙,本身即是哄騙。後現代哄騙,不僅是對於現代行銷的質疑,也是對於後現代心境的哄騙。如果後現代可以理解,布希亞認為「玩弄碎片,就是後現代!」它是一種不可思議,一種融合失序、相對、瓦解和破碎的概念。現代行銷則是一種無可避免地耍弄蒙蔽的哄騙戲局,假需求滿足和真選擇自由。由於後現代的瓦解破碎和捉摸不定,本書質疑現代行銷邏輯的可行性,例如,現代區隔只是後現代斷裂的一種漸進,後現代是斷裂之後的極度破碎。破碎不是市場的稀釋,反而是可能性的豐富。本書企圖以碎化、選擇和宣告,取代現代行銷的區隔、鎖定和定位。不過,本書無意扮演縫隙的神,伺機在現代行銷不完全之處插入一個不能證明的哲學態度,而是希望以命名表達去探索、建構和確立某種斷裂,同時宣告倘若現代行銷的舊地圖是錯誤,拿著它要如何在後現代市場中前進? 本書特色

  行銷的顛覆與再生傳統行銷的市場區隔概念只是錯覺,應該由雙向選擇和主觀宣告取代…

作者簡介

陳智凱

  學歷:國立台灣大學國際企業學博士

  現任:國立台北教育大學文化創意產業經營學系所副教授

  經歷:行政院院長室諮議、中山醫學大學健康飲食暨產業管理學系助理教授、國立台北教育大學藝術與造型設計學系所、國立台灣藝術大學應用媒體藝術研究所、中山醫學大學公共衛生學系所、東吳大學國際貿易學系所兼任助理教授。

  研究領域:娛樂經濟、消費心理、策略行銷、知識經濟

  相關著作:《消費是一種翻譯》等書籍十餘冊、國內外SSCI、EI、TSSCI期刊、報章評論及院長重要文稿四百餘篇。

後現代哄騙:行銷的顛覆與再生
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West MalaysiaAdditional 1.00 kg2.12
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