Globalisation and Advertising in Emerging Economies PDF Download

Author: Lynne Ciochetto
Publisher: Routledge
ISBN: 113650446X
Category : Political Science
Languages : en
Pages : 188

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Book Description
Brazil, Russia, India and China are four of the largest and most dynamic contemporary emerging economies in the world. Strong economic growth in each of these economies has been accompanied by the expansion of the advertising and consumer goods sectors. Using a series of country studies, this book explores the dynamics of global capitalism from the perspective of global advertising. The book highlights the on-going expansion of advertising and consumerism against the wider socio-economic, political and cultural contexts. It provides fresh insights about contemporary global priorities, and argues that advertising plays a key role linking culture and the economy. By presenting individual case studies of advertising campaigns, it offers examples of the globalisation of specific brands. Environmental implications of the expansion of advertising and its role in stimulating consumerism are explored in the context of the four emerging economies. The book compares and contrasts the individual country profiles, and makes an assessment of the validity of the argument regarding their projected importance and the likelihood of their future dominance of the global economy.

Author: Emmanuel C. Alozie
Publisher: CRC Press
ISBN: 1317184998
Category : Business & Economics
Languages : en
Pages : 352

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Book Description
This indispensable study offers an in-depth analysis of advertising in developing and emerging economies as they join the global market and seek to improve the socio-economic condition of their citizens. Advertising in Developing and Emerging Countries illustrates the challenges and opportunities for advertising in these countries, and explores their critical relationship with developed economies with a multifaceted analysis of the role of advertising in an interdependent global economy. The contributors, academic and professional, with world wide experiences, examine the unique political, cultural and religious systems that affect advertising in a country, in both Western and non-Western contexts, and chart the consequences of its development from democratization to privatization to cultural hegemony. Emmanuel C. Alozie has put together an essential and unique book for scholars and students of public relations, advertising, marketing, media and international studies, as well as practitioners, those teaching and undertaking professional courses, and researchers in this critical field.

Author: Robert Crawford
Publisher: Taylor & Francis
ISBN: 1317421701
Category : Business & Economics
Languages : en
Pages : 236

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Book Description
Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

Author: Himadri Roy Chaudhuri
Publisher: Springer Nature
ISBN: 9811545146
Category : Business & Economics
Languages : en
Pages : 312

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Book 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 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.

Author: Attila Yaprak
Publisher: JAI Press Incorporated
ISBN: 9780762306695
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
Hardbound. This volume provides a selection of the top papers that were presented at an international conference held in Cesme, Turkey in May 1998.

Author: Frederica Brooksworth
Publisher: Springer Nature
ISBN: 303107078X
Category : Business & Economics
Languages : en
Pages : 296

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Book Description
This book provides and sheds light on insights, challenges, and opportunities to support the development and economic growth of the fashion industries within emerging markets. The fashion industry is growing rapidly in emerging markets; fashion marketers and retailers are increasingly becoming aware of the benefits of this market and are forced to seek their future growth potentials in this part of the world; in addition, marketing strategies, tools and technologies have also evolved. With a growing demand for additional research, information, recommendations and insight from practitioners, entrepreneurs, students, and academics, contributing authors use multiple methods and theories to uncover, analyse, demonstrate, and present the facts in their chapters and provide integrated guideposts for future research. This book is intended to satisfy the needs of stakeholders in the quest for practical insights into fashion marketing in emerging economies, especially in South America, Asia and Africa. It offers timely information on growing areas such as sustainability, digital platforms, supply chain and logistics and provides a good insight for anyone seeking to explore opportunities in emerging market economies. The book offers a much needed resource for students, scholars and practitioners.

Author: Thomas Anning-Dorson
Publisher: Springer Nature
ISBN: 3030813290
Category : Business & Economics
Languages : en
Pages : 318

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Book Description
The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.

Author: Lynne Ciochetto
Publisher: Routledge
ISBN: 1136504451
Category : Political Science
Languages : en
Pages : 223

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Book Description
Brazil, Russia, India and China are four of the largest and most dynamic contemporary emerging economies in the world. Strong economic growth in each of these economies has been accompanied by the expansion of the advertising and consumer goods sectors. Using a series of country studies, this book explores the dynamics of global capitalism from the perspective of global advertising. The book highlights the on-going expansion of advertising and consumerism against the wider socio-economic, political and cultural contexts. It provides fresh insights about contemporary global priorities, and argues that advertising plays a key role linking culture and the economy. By presenting individual case studies of advertising campaigns, it offers examples of the globalisation of specific brands. Environmental implications of the expansion of advertising and its role in stimulating consumerism are explored in the context of the four emerging economies. The book compares and contrasts the individual country profiles, and makes an assessment of the validity of the argument regarding their projected importance and the likelihood of their future dominance of the global economy.

Author: Leonardo E. Stanley
Publisher: Anthem Press
ISBN: 1783086750
Category : Business & Economics
Languages : en
Pages : 260

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Book Description
In the past, foreign shocks arrived to national economies mainly through trade channels, and transmissions of such shocks took time to come into effect. However, after capital globalization, shocks spread to markets almost immediately. Despite the increasing macroeconomic dangers that the situation generated at emerging markets in the South, nobody at the North was ready to acknowledge the pro-cyclicality of the financial system and the inner weakness of “decontrolled” financial innovations because they were enjoying from the “great moderation.” Monetary policy was primarily centered on price stability objectives, without considering the mounting credit and asset price booms being generated by market liquidity and the problems generated by this glut. Mainstream economists, in turn, were not majorly attracted in integrating financial factors in their models. External pressures on emerging market economies (EMEs) were not eliminated after 2008, but even increased as international capital flows augmented in relevance thereafter. Initially economic authorities accurately responded to the challenge, but unconventional monetary policies in the US began to create important spillovers in EMEs. Furthermore, in contrast to a previous surge in liquidity, funds were now transmitted to EMEs throughout the bond market. The perspective of an increase in US interest rates by the FED is generating a reversal of expectations and a sudden flight to quality. Emerging countries’ currencies began to experience higher volatility levels, and depreciation movements against a newly strong US dollar are also increasingly observed. Consequently, there are increasing doubts that the “unexpected” favorable outcome observed in most EMEs at the aftermath of the Global Financial Crisis (GFC) would remain.

Author: James R. Faulconbridge
Publisher: Routledge
ISBN: 1135279802
Category : Business & Economics
Languages : en
Pages : 304

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Book Description
The role of advertising in everyday life and as a major employer in post-industrial economies is intimately bound up with processes of contemporary globalization. At centre of the advertising industry are the global advertising agencies which have an important role in developing global brands both nationally and internationally. This book indentifies and addresses questions on the globalization of advertising through detailed study of the contemporary advertising industry in Detroit, Los Angeles and New York City and the way advertising work has changed in the three cities over recent years. The Globalization of Advertising draws upon previously unpublished research to unpack the contemporary structure, spatial organization and city geographies of global advertising agencies. The book demonstrates how teamwork in contemporary advertising agencies, intra-organizational power relations and the distribution of organizational capabilities all define how global agencies operate as transnationally integrated organizations. This in turn allows understanding to be developed of the role of the offices of global agencies located in the three case study cities, Detroit, Los Angeles and New York. The role of these three cities as preeminent markets for advertising in the USA is shown to have changed radically over recent years, experiencing both growth and decline in employment as a result of their position in global networks of advertising work; networks that operate in the context of a changing US economy and the rise of new and emerging centres of advertising in Asia and South America. This book offers a cutting edge overview of recent and current trends in the globalization of advertising and new insights into the way global advertising agencies operate in and through world cities. It will be a valuable resource for researchers and students studying Geography, Management and Sociology.