Direct marketing in postmodernity: neo‐tribes and direct communications

Abstract

This paper argues for the consideration by managers of postmodern phenomena and how they might impact on the field of direct marketing communications. It begins by outlining the conditions of postmodernism and then discusses the decline of individualism and the emergence of neo‐tribes (Cova, 1997). The paper then progresses by identifying the role which direct marketing might have to play within a postmodern world and argues for a focus on direct response television advertising.