摘要：This paper proposes a postmodern framework for understanding the contemporary macromarketing theory. Postmodernity is a term that has been used quite frequently to point out the current conditions of the world order. The terms modernity,modernism and modernization express relative different things and situations: modernity refers to the period that began with the industrial revolution;modernism refers to the social,economic,and political conditions that have dominated during this period and modernization refers to the transformation process that underlie the social and economic order. On this background,we want to highlight the impact of these concepts on the actual macromarketing practices. This paper concludes with a discussion concerning three contemporary macromarketing topics: the global sign economy,the economy based on flexible specialization and informational capitalism.
