This article raises the question of the compatibility of ‘Postmodern marketing’ and ‘Mediterranean marketing’, challenging the literature on Mediterranean marketing, which qualifies it as postmodern. Do Mediterranean and Postmodern marketing not, in fact, constitute an oxymoron? Or, at the very least, do they not exhibit characteristics that differentiate them much more than the literature contends? The comparative and critical analysis of the convergence of these two types of marketing is based on a literature review and empirical cases. Copyright © 2014 John Wiley & Sons, Ltd.