Postcolonial Marketing Communication: Images from the Margin

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...

• Format: Hardcover
• Language: English
• ISBN: 9819702844
• ISBN13: 9789819702848
• Release Date: April 2024
• Publisher: Springer
• Length: 178 Pages
• Weight: 0.99 lbs.
• Dimensions: 0.5" x 6.1" x 9.2"