Editorial Postmodernism and the marketing lmaglnary

The year is 1961. Michel Foucault has just published what would later become one of the most influential books of the postwar era, Histoire de la folie a I'age classique (Madness and Ciuilization). Foucault was accompanied by several contemporary thinkers many of whom are now household namesDeleuze, Guattari, Derrida, Lyotard, Baudrillard, Kristeva, Harraway, Debord, Jameson and others. In their writings, we see the beginnings of the postmodernist and poststructuralist revolution. The world .hasn't been the same since then-except in fields like marketing and management which have been slow to awaken to this revolution. Much can be said of a special issue on postmodernism and marketing, but nothing stands out more fittingly than the fact that the lead has been taken by a scholarly journal from Europe-fittingly because, Europe