Table of contents
About this book
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.
Editors and affiliations
- Book Title Marketization
- Book Subtitle Theory and Evidence from Emerging Economies
Himadri Roy Chaudhuri
Russell W. Belk
- DOI https://doi.org/10.1007/978-981-15-4514-6
- Copyright Information Springer Nature Singapore Pte Ltd. 2020
- Publisher Name Springer, Singapore
- eBook Packages Business and Management Business and Management (R0)
- Hardcover ISBN 978-981-15-4513-9
- Softcover ISBN 978-981-15-4516-0
- eBook ISBN 978-981-15-4514-6
- Edition Number 1
- Number of Pages XVII, 307
- Number of Illustrations 4 b/w illustrations, 26 illustrations in colour
- Buy this book on publisher's site