•According to Firat and Dholakia (2006), the conceptual structures of marketing, which had crystallized in the 1960’s and 1970’s, are being strained.  This has been caused by “the twin forces of postmodern cultural shifts and momentous technological developments.”
•Identify three conceptual structures which are being strained and critically examine the areas in which each is being challenged, along with ways in which change is visibly occurring.  You should use several well-chosen examples of integrated marketing communications campaigns to illustrate your argument.