The post-industrialism/post-capitalism citizen: a heterogeneous actor in a complex exchange and value creating environment

The so-called "digital revolution" goes beyond being just a shift in economic and business behaviour, instead being equally, or even more so, a social and cultural revolution forming a new industrial and market(ing) logic signalling the verge of a post-industrialism/post-capitalism exchange and value creating environment. Reflecting on this matter, attempting to answer the question "what will the evolutionary development and increasing common global utilisation of IT bring about to (and impose upon) marketing theory?", we will suggest a direction for future studies to establish a more synchronised view of marketing theory's conceptual content. The focus is on dealing with the complex heterogeneous nature of the actor in the marketing process suggests turning to the theoretical tradition of functionalism, employing the marketing concept of Functional identities, to assist in the study and understanding of the dynamic post-industrialism exchange and value creating environment.