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