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This book makes a significant contribution to understanding why
consumption is growing in importance in India.This book
interrogates the ways that consumption is implicated in
socio-cultural changes. It examines the power of the media and
advertising, and the role of transnational marketing in
consumption. It provides insights into the changes resulting from
the engagement of local practices with the globalizing economy. It
offers timely focus on phenomenal growth in Indian consumption.
Harold Wilhite makes an important new contribution to the
interpretation of changing consumption in India, using an
ethnographic approach to interrogate the rapid growth in the
consumption of household durables, beauty and cleanliness products.
Insights show how the engagement of local practices with the
globalizing economy result in change.
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