Marketization Theory and Evidence from Emerging Economies
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 h
- PDF / 6,073,534 Bytes
- 312 Pages / 453.543 x 683.15 pts Page_size
- 68 Downloads / 242 Views
Marketization Theory and Evidence from Emerging Economies
Marketization
Himadri Roy Chaudhuri Russell W. Belk •
Editors
Marketization Theory and Evidence from Emerging Economies
123
Editors Himadri Roy Chaudhuri Marketing Department XLRI—Xavier School of Management Jamshedpur, Jharkhand, India
Russell W. Belk Marketing Department Schulich School of Business York University Toronto, ON, Canada
ISBN 978-981-15-4513-9 ISBN 978-981-15-4514-6 https://doi.org/10.1007/978-981-15-4514-6
(eBook)
© Springer Nature Singapore Pte Ltd. 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore
To James W. Gentry —Himadri Roy Chaudhuri
Foreword: Markets, Marketing, And Marketization
The concept of market occupies an enigmatic place in marketing scholarship. While marketing happens within a market, the field’s scholarly attention falls more on understanding the nature and implications of exchange relationships rather than the context where they take place. According to the American Marketing Association, marketing refers to “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have values for customers, clients, partners, and society at large.” Following this prevailing view, research in marketing tends to focus on studying how marketers generate value and how such value is perceived by its target(s). A vast amount of the literature looks at firm-level activities that relate to different marketing functions, such as brand management, advertising, pricing, and distribution, and provides detailed analyses of their workings (or failures). An equally impressive body of work scrutinizes the psychological and soci
Data Loading...
