Initially dismissed as one among many intellectual fads, postmodernism now occupies a prominent position in all manner of academic disciplines. Although marketers have not been slow to board the postmodern bandwagon, the majority of analyses thus far have been preoccupied with the concept′s implications for marketing practice rather than marketing theory. Examines the nature of postmodernism, explores its very serious implications for marketing thought and evaluates the advantages and disadvantages of a postmodern marketing revolution or paradigm shift. Concludes that although postmodernism challenges much of what marketing theorists hold dear, it offers a number of significant conceptual compensations.