ABSTRACT
Marketing and consumer research’s predominant concern has been the outcomes of globalization and the various ways in which it has transformed consumer’s lives and, in so doing, has had little say about the forces driving it. Capital’s demand for accumulation sees no national borders as it seeks to accelerate production, exchange, and consumption through the formation of new overseas markets and location of cheaper labour. As Alan Greenspan, the former chairman of the Federal Reserve, told a newspaper in 2007, the world was as bankers wanted: “We are fortunate that, thanks to globalization, policy decisions in the US have been largely replaced by global market forces.” This chapter aims to take marketing communications to refer to the process through which any organization works to engage with specific audiences to achieve particular objectives. The chapter also presents an overview of the key concepts discussed in this book.
