In this book Jeffrey James deals with some of the most important
and controversial aspects of the relationship between consumption
and globalization in developing countries. Part One assesses the
welfare effects of globalization on different groups of consumers,
using an analytical framework that departs substantially from the
assumptions of traditional consumption theory. Part Two deals with
the effect of globalization on local products and cultures in
developing countries and the potential afforded by the growth of
the mass media to alleviate a number of social problems in those
countries. The author argues that instead of the welfare gains
associated with traditional theory, globalization may often lead to
frustration and disappointment among consumers; that it does not
invariably displace local products and that, in combination with
social marketing, it offers new ways of addressing acute social
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