Conceptualising Marketing Communication in the New Marketing Paradigm: A Postmodern Perspective

There has been a lot of interest among marketing practitioners and researchers in the concept of marketing communications as related to computer-mediated marketing environments as a result of the commercialization of the World Wide Web (WWW) as a marketing and communication medium. Despite growing interest, there is a dearth of research on the processual nature of communication between marketers and consumers. The overall aim of this study, therefore, is to expand our understanding of marke...