Marketization : theory and evidence from emerging economies / Himadri Roy Chaudhuri, Russell W. Belk, editors.
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. It presents a number of theories, frameworks and empirical studies highlighting how the phenomenon of marketization affects th...
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| Other Authors: | , |
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| Format: | Ebook |
| Language: | English |
| Published: |
Singapore :
Springer,
2020.
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| Subjects: | |
| Online Access: | Springer eBooks |
| Summary: | This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. It presents a number of theories, frameworks and empirical studies highlighting how the phenomenon of marketization affects the 21st century consumer. The book also contests the traditional understanding of markets, offering a more comprehensive treatment of marketization and a fresh perspective on the dynamics of markets and the institutions that control everyday consumption practices. This book is an ideal resource for academics, reflective practitioners and policy-makers interested in formulating appropriate change strategies in the face of the globalization that affects emerging markets so profoundly. This well-crafted research book is a valuable addition to the sparse literature on theories of marketization. The authors refigure the existing theories more broadly and present compelling evidence and insights into market phenomenon such as marginality, alternative market forms and consumer identity. |
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| Item Description: | Description based upon print version of record. |
| Physical Description: | 1 online resource (xvii, 312 pages) |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 9811545138 9789811545139 9811545146 9789811545146 |