This book addresses the issue of globalisation and consumerism. The methodological approach used by contributors offers a different and critical insights in the intricacies of global economic inter relations. The globalization of consumerism is creating the demand and is the force behind the next big growth cycle. As global trade continues to expand and multinational corporations spread around the globe, it is essential for an improved infrastructure. The projects that will help to build out the infrastructure, as well as the work that will be needed to maintain it, require a tremendous amount of finance and manpower.
The book is one among the pioneering attempts at examining the micro-level ramifications and implications of globalization from a consumer perspective in the Indian context. This will be a useful guide in the fields of globalisation, media, business, and marketing and a good source for the academics, research scholars and students community in social sciences, mass media and communication.