Globalization and the Potential for Social Marketing in Developing Countries

Jeffrey James
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Jeffrey James: Tilburg University

Chapter 8 in Consumption, Globalization and Development, 2000, pp 131-139 from Palgrave Macmillan

Abstract: Abstract Previous chapters have argued that the rapid recent growth of the mass-media and advertising in developing countries is occurring in a context where the market mechanism provides few if any sanctions against misinformation about products supplied overwhelmingly by the developed countries. Under these circumstances we further suggested that globalization raises the possibility of substantial welfare losses among consumers in developing countries, especially those with little or no access to countervailing sources of information. As the Human Development Report of 1998 has put it, ‘The information revolution, the media revolution and the spectacular rise of advertising in developing countries have all brought great imbalances in information to consumers’ (p. 65, emphasis added).

Keywords: Social Marketing; Social Market; Human Development Report; Oral Rehydration Salt; Oral Rehydration Therapy (search for similar items in EconPapers)
Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51095-1_8

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DOI: 10.1057/9780230510951_8

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