Marketization - Theory and Evidence from Emerging Economies (Hardcover, 1st ed. 2020)

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.

General

Imprint:	Springer Verlag, Singapore
Country of origin:	Singapore
Release date:	May 2020
First published:	2020
Editors:	Himadri Roy Chaudhuri • Russell W. Belk
Dimensions:	235 x 155mm (L x W)
Format:	Hardcover
Pages:	307
Edition:	1st ed. 2020
ISBN-13:	978-981-15-4513-9
Categories:	Books > Business & Economics > Economics > Development economics Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	981-15-4513-8
Barcode:	9789811545139

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