14. 14. Mapping the Future of Consumers

Julien Cayla and Lisa Peñaloza

in Inside Marketing

Published in print February 2011 | ISBN: 9780199576746
Published online May 2011 | e-ISBN: 9780191724916 | DOI:
14. 14. Mapping the Future of Consumers

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The paradigm which places Western consumers at one end of a cultural hierarchy and people from so-called developing nations at the other is at the core of marketing's social imaginary. It permeates international marketing scholarship. Significantly, it is also present in the background of many discussions taking place in marketing departments. Drawing from ethnographic fieldwork conducted in the advertising world in India, it finds that a recurrent narrative about non-Western people is that they are following in the footsteps of their Western counterparts. It argues that this teleological vision of history dominating marketing scholarship and practice fails to account for the plurality of consumer cultures and alternative modernities.

Keywords: international marketing; history; development; modernity; consumers

Chapter.  9476 words. 

Subjects: Marketing

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