The role of postmodern marketing in the launch of a new product: The case of Windows Phone 7 in Russia and the USA

Abstract

The aim of this research is to develop a set of recommendations for the usage of postmodern marketing in the product launch based on the case analysis of the Windows Phone 7 launch on the Russian and American market. The research seeks to: determine the theoretical background of postmodern marketing; scrutinize differences between traditional and postmodern marketing approach; analyze the marketing techniques used at Windows Phone 7 launch in the USA and Russia; develop a set of recommendations for the usage of postmodern marketing techniques during the launch of a new product. Findings in brief: postmodern marketing questions traditional marketing ideas and concepts and offers new understanding of the consumer decision journey as well as puts emphasis on establishing close relations with the consumer. It stresses that companies need to re-evaluate their marketing strategies and - as the case of Windows Phone 7 shows – should present consumers with concise targeted promotion campaigns aimed at joint value creation and integration of consumer into the chain of relationships. Such measures give way for long-term user satisfaction, retention and ensure positive spill-overs across various markets of company`s operations.