Description:
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 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.
Review Quotes: "This book could be an absolute delight for the readers, and an ideal resource for academicians, practitioner, and policy-marketers who are interested in understanding, devising, and implementing the appropriate marketization strategies. ... we thoroughly enjoyed reading the book. We found this book informative and generally enjoyable, useful and well written. ... Overall, this book provides an amazing range of insights, thoughts, and extensive examples from a global perspective." (Farzana Quoquab and Jihad Mohammad, Journal of Macromarketing, March 23, 2022)