Continuità e discontinuità negli studi di marketing

The redoubling of marketing forms allows to assume the possibility that this discipline has come to its maturity and that a new epoch is about to be started. Marketing was born with the new managerial theories of the second Industrial Revolution. Nevertheless nowadays the balance among enterprise-consumer-market-society-State has changed. Postmodernist culture had taken root thanks to globalization and had influenced marketing very deeply, but it is now showing its limits. As a consequence, we have the possibility to get back the great marketing tradition and start focusing the research on enterprise and market again.