Globalization and the Potential for Social Marketing in Developing Countries
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Previous chapters have argued that the rapid recent growth of the mass-media and advertising in developing countries is occurring in a context where the market mechanism provides few if any sanctions against misinformation about products supplied overwhelmingly by the developed countries. Under these circumstances we further suggested that globalization raises the possibility of substantial welfare losses among consumers in developing countries, especially those with little or no access to countervailing sources of information. As the Human Development Report of 1998 has put it, ‘The information revolution, the media revolution and the spectacular rise of advertising in developing countries have all brought great imbalances in information to consumers’ (p. 65, emphasis added).
KeywordsSocial Marketing Social Market Human Development Report Oral Rehydration Salt Oral Rehydration Therapy
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