{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"6501a938-d72c-455e-aee4-85513a77faa5","title":"帝国：全球化的政治秩序","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787214049100","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"6501a938-d72c-455e-aee4-85513a77faa5","id":"6501a938-d72c-455e-aee4-85513a77faa5","uuid":"6501a938-d72c-455e-aee4-85513a77faa5","title":"帝国：全球化的政治秩序","normalized_title":"帝国全球化的政治秩序","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787214049100","isbns":["9787214049100"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":416,"navigation_url":"https://workshop.closeclaw.top/ai/book/6501a938-d72c-455e-aee4-85513a77faa5","title_url":"https://workshop.closeclaw.top/ai/title/%E5%B8%9D%E5%9B%BD%EF%BC%9A%E5%85%A8%E7%90%83%E5%8C%96%E7%9A%84%E6%94%BF%E6%B2%BB%E7%A7%A9%E5%BA%8F","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/6501a938-d72c-455e-aee4-85513a77faa5/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/6501a938-d72c-455e-aee4-85513a77faa5/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/6501a938-d72c-455e-aee4-85513a77faa5","page_url":"https://workshop.closeclaw.top/api/ai/books/6501a938-d72c-455e-aee4-85513a77faa5/page","search_url":"https://workshop.closeclaw.top/api/ai/books/6501a938-d72c-455e-aee4-85513a77faa5/search"},"page":{"printed_page":152,"pdf_page":170,"physical_index":170,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"8d2b5510a52928a0d1902d1b8a352c1e0a02fc2d5e9fdb57ef6b8b0a2117679c"},"chapter":"第七章 转变的迹象","content":"市场营销本身就是一种建立在差异之上的行为，差异越多，也就能发展出越多的市场营销策略。日益混杂、日益分化的人群使“目标市场”数目也猛增，对每一具体市场都可施行一套具体市场营销策略。后现代的市场营销认识到商品之间和人群的不同部分之间的差异，并相应构造具体策略。②每一项差异就是一次机遇。\n\n后现代市场营销行为代表着当代资本的消费循环，这是资本的外部。但更令我们感兴趣的是出现于资本主义生产循环之内的后现代趋势。在生产领域，后现代思维的最大、最直接的冲击或许体现在管理和组织理论领域。这一领域内的著述者们说，庞大、复杂，有着严格分界和同质单位的现代组织形式不适于在后现代世界中做生意。有一位理论者如此写道：“后现代的组织有一些鲜明特征，主要有：强调中、小型的规模和复杂程度，采用流动性结构和机构间相互合作模式，以应对波动的组织和环境条件。”③故而，后现代组织被想象为，要么建在不同的系统和文化之间，要么具有内在的混成性。对于后现代管理而言，最紧要的是组织的流动性和应对差异的能力。在这里，后现代主义理论为资本主义组织的内部结构中的转变铺平了道路。\n\n政治学前沿系列·帝国\n\n①参阅 Stephen Brown 的专著Postmodern Marketing(London: Routledge, 1995)。Brown指出，尽管市场营销的实践是后现代的，市场营销理论本身仍然是“现代的”(在这里，它的具体含义是实证主义的)。Elizabeth Hirschman和Morris Holbrook也哀叹市场营销理论和消费者研究对后现代思想的抵御。参阅他们合作的专著PostmodernConsumerResearch：TheStudy of Consumption as Text(Newbury Park, Calif. :Sage, 1992)。\n\n②参阅 George Yudice 的文章“Civil Society,Consumption,and Governmentality in an Age of Global Restructuring: An Introduction\",载 Social Text,no.45(1995 冬)。\n\n③参阅William Bergquist的专著The Postmodern Organization :Mastering the Art of Irreversible Change(San Francisco:Jossey-Bass,1993)。读者也可参阅 David Boje,Robert Gephart, Jr. 和 Toio Joseph Thatchenkery 合编的论文集 Postmodern Management and Organizational Theory(Thousand Oaks, Calif. :Sage, 1996)。\n\n152","previous_page":151,"next_page":153}