SciELO - Scientific Electronic Library Online

 
vol.32 issue77Patent analysis of Colombian technological innovation 1991 - 2013Subject area representation and retrieval of television news on the web: proposal and application of a methodological model author indexsubject indexsearch form
Home Pagealphabetic serial listing  

Services on Demand

Journal

Article

Indicators

Related links

  • Have no similar articlesSimilars in SciELO

Share


Investigación bibliotecológica

On-line version ISSN 2448-8321Print version ISSN 0187-358X

Abstract

SATUR, Roberto Vilmar; PINHO NETO, Júlio Afonso Sá de  and  DUARTE, Emeide Nóbrega. Re-dimensioning space and time: The uncertainty and challenges in society, information and marketing planning. Investig. bibl [online]. 2018, vol.32, n.77, pp.151-173. ISSN 2448-8321.  http://dx.doi.org/10.22201/iibi.24488321xe.2018.77.57942.

This article aims to contextualize what postmodernity holds for society in terms of information and marketing planning. The information, which plays an essential role in development of marketing strategies, changes hand in hand with the environment. As such, if the environment is postmodern, the information will exhibit postmodern features as well. The way marketing works, including strategic planning, must be upgraded in order to operate in this current scenario. In an environment where time and space mean the here and now, we may well ask if planning is even possible. Technological changes have served to telescope both time and space, and this exerts impacts on how marketing exploits information. This paper therefore examines some of the features of this postmodern environment, contextualizing their impact on both marketing and information usage, concluding by offering perspectives on how to conceive of strategic planning of marketing and the use of information in this new context, which does not ignore uncertainty as a major feature of postmodernity.

Keywords : Information; Postmodernity society; Uncertainty; Space-time; Marketing.

        · abstract in Spanish     · text in Portuguese     · Portuguese ( pdf )