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Marketing and globalisation Essay Example

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Marketing and globalisation

223-234) marketing or promotional ideas and many others (Brenkert, 2008, pp. For example: Yoga is considered as a rational set of practices develop in order to enhance religious or holy enlightenments. Yoga is performance in order to reduce the idea of ignorance thereby enhancing the inner confidence and trust. By doing so, the impact of spiritualism enhances that improves the inner morale and buoyancy of the individual. However, in modern age, the concept or definition of Yoga has totally changed. Now a day, Yoga is defined as a resource management practice. This means; Yoga is re-appropriated or accepted as a stress-relieving practice of the managers. Most of the individual operating in the field of IT accepts the concept of Yoga as a workshop that comprises of high qualities to cure, both physical and mental distress. Along with this, yoga also helps to cure varied types of health –related problems such as anxiety, nervousness, mental tension and many others thereby amplifying the level of confidence and performance of an individual (Ohmae, 1995, pp. As a result, it is recognised as one of the most essential technique or strategy of human resource management in this modern age. Therefore, such type of alteration of the concept or ideas of Yoga is high accepted by the individual of modern age. However, the level of preference of the modern idea of Yoga may not be measured but evaluated only by understanding the attitudes of the individual as depicted by consumer acculturation. So, the concept of consumer acculturation is considered as one of the most important approach.Apart from this, as per the ideas of Keegan (2002), socialization is another important theory to understand human behaviours or attitudes. This means, in order to understand or analyse the behaviours of the other individual, it’s extremely essential to develop socially applicable behaviours. Only then, an individual of diverse cultural norms and ideas might mingle within a society and easily adopt their taste, fondness and mind-set. So, the concept of socialization is concept as the root source of consumer acculturation or global marketing approaches (Willmott, 1999, pp. For example: now a day, maximum extent of the individual considers Yoga as a health-related approach or practice. So, most of the individual undertake this approach in order to retain a healthy and fit body, entirely free from

References

Askegaard, S. & Eckhardt, G. M. No. Date. Glocal yoga: Re-appropriation in the Indian consumptionscape. London: Sage.

Brenkert, G. 2008. Marketing ethics. London: Blackwell Publishing.

Howes, D. 2007. Cross Cultural Consumption: Global Markets, Local Realities. London: Routledge.

Keegan, W. 2002. Global Marketing Management, Upper Saddle River. NJ: Pearson Education.

Klien, N. 2000. No logo. London: Harper Perennial.

Levitt, T. 1983. The globalization of markets. New York: Harvard Business Review.

Lysonski, S. & Durvasula, S. 2013. ‘Nigeria in Transition: acculturation to global consumer culture’. Journal of Consumer Marketing, Vol: 30(6). PP: 493-508.

Miller, P. & Rose, N. 1997. ‘Mobilizing the consumer: assembling the subject of consumption’. Theory, Culture and Society, 14(1), 1-36.

Morgan, G. 2003. Marketing and Critique: Prospects and Problems in Alvesson M and Willmott H (eds) Studying Management Critically. London: Sage.

Morgan, G. 2009. ‘Globalization’, in Hancock P and Spicer A (eds) Understanding Corporate Life. London: Sage.

Ohmae, K. 1995. Putting Global Logic First. New York: Harvard Business Review.

Ritzer, G. 2007. The Globalization of Nothing 2. London: Sage.

Ritzer, G. 2011. Globalization: The Essentials. Chichester: Wiley-Blackwell.

Robins, K. 2000. ‘Encountering Globalization’ in Held, D. and McGrew, A (eds) The global transformations reader. Cambridge: Polity Press.

Schirato, T. & Webb, J. 2003. Understanding Globalization. London: Sage

Scholte, J. A. 2000. Globalization a Critical Introduction. Basingstoke: MacMillan Press Ltd.

Willmott, H. 1999. On the idolization of markets and the denigration of marketers: some critical reflections on a professional paradox, in Brownlie, D, Saren, M., Wensley, R and Whitington, R (eds) ‘Rethinking Marketing: towards critical marketing accountings. London: Sage.

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preview essay on Marketing and globalisation
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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