Marketisation, Markets, and Marketing: Theory and Evidence

摘要

The issue of marketisation remains afresh even after volumes have been discussed on the topic. Markets have played critical roles in the individuals' lives and quite often remain the source of meaning of life. The subjective experience of being a consumer is seen as of primary importance and the role of consumer has changed in the contemporary post-colonial and post-modern era. Critics argue that marketisation, especially in the Western context, is a source of misery but in the emerging economies consumption plays the vital role of growth and sustenance. The integration of the consumer with the market is of prime concern and the mechanism of such processes needs continuous assessment. The contemporary marketing literature has woken up to such imperatives and special disciplines are being given attention within the ever expanding Marketing paradigm. Studies in strategy, branding, macro marketing, consumer behaviour with perspectives from critical studies, sociology, and ethnography are attracting the new age marketing researchers and in many cases, the practitioners.