Postcolonial Marketing Communication: Images from the Margin by Arindam Das, Himadri Roy Chaudhuri, Ozlem Sandikci Turkdogan
English | PDF EPUB (True) | 2024 | 184 Pages | ISBN : 9819702844 | 11.7 MB
This volume approaches marcomm (marketing communication) from the phenomenology of markets in the context of the Global South and its postcolonial experiences. It provides a fresh perspective to the current paradigm and offers a fresh discourse on the current theories of marketing communication. The book demonstrates how marketing communication, an essentially Global North discourse reinforcing hegemony, can be critiqued and deconstructed when subjected to postcolonial critical analysis. Recognizing as commonplace, the Global South has either willingly embraced or been ideologically coerced into adopting a Western marketing communication system.