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.
Spis treści
Marketization: Exploring the History and Geographic Expansion of Markets and Market Ideology.- Commodification as an Aspect of Marketization.- The Nature of Modern Marketization.- Stories from communist and capitalist Poland: Polish people on life values under marketization.- Temple Complexes as Neoliberal Marketscapes of Religion.- The Missing Market Orientation in the Market-Based Livelihood Programmes: A Case of Right Diagnosis but Wrong Pills.-
Fair and ethical engagement of marginalized marketplace participants: The integrative justice model and Paryavaran Mitra, an organization working with ragpicking women in India.- Alternative to Marketization of Food and Its Implications for Quality of Life: Evidence from an Emerging Economy.-
Chinese Marketization and Identity Project.- Commodification of Pilgrimage: The Pakistani Hajj Industry & Its Subalternalization Effects.- Celebrating Special Days in a Muslim Postmodern Society: Exploring Gift-Giving Tendencies of the New Middle Class Consumers in Turkey.- Epidemic Growth of Clinical Depression: Is Marketization a Cause or Consequence?.-
Stigmatized Market in a Poor Economy.- A Sustainable Development View of Chile.- Marketization of International Volunteering: A critical postcolonial visual analysis of the Volunteer Tourism marketplace.- Selling Hope: Marketing and Religion in Freedom.- Exploring the Consumption Psychology of Indian Consumers: Tales of Materialism and Sustainability Consumption Experiences in a Marketized India.-
A Macro marketing view of Location Based Services: a UK perspective.- Towards the Meaning Creation of Ethnonationalist Consumerism: Market, Nation and Ethnicity.
O autorze
Dr. Himadri Roy Chaudhuri is a faculty member (Marketing) at XLRI, Jamshedpur, India, and was an Associate Professor at the International Management Institute (IMI), Kolkata. He holds a Ph.D. in Business Management from the University of Calcutta, and has more than 16 years’ academic experience in investigating culture consumption theory, critical marketing, public consumption and consumer happiness in the domain of marketing theory. His other research areas include theorizing consumer lived experience and subaltern consumption phenomenon, and he has published papers on public and conspicuous consumption respected international journals. He is an associate editor of the Global Business Review and is on the editorial board of the Journal of Marketing Communication. He has participated in technical sessions at various international conferences, and is an official at the Macro Marketing Society’s India Chapter.
Professor Russell W. Belk is Kraft Foods Canada Chair in Marketing at Schulich School of Business, York University, Canada. He is a Fellow of the Royal Society of Canada and has held visiting faculty posts at the University of Utah, Lancaster University Management School, Göteborg University, University of Otago, University of Michigan, Edith Cowan University, and the University of British Columbia to name a few. He has published numerous papers in international journals as well as several books, including 10 volumes of ‘Russell Belk, Sage Legends in Consumer Behavior.’ He is co-editor of the Handbook on the Sharing Economy, published by Edward Elgar.
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