Globalization’s contemporary omnipresence has resulted in an emphasis on the conflicts between the local and the global. This emphasis has blurred our ability to have insights that may be gained by recognizing that the local and the global are interdependent and cannot exist without each other. This paper explores the initial insights from such recognition regarding local identities, cultural development, and modern marketing’s shortcomings in aiding development. Preliminary conclusions as to how a new conceptualization of marketing can be instrumental in enrichment of meaningful and substantive human lives through constructing redefinitions of development and marketing based on these insights are presented.
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Fırat, A. Fuat
"The Dynamics of the Local and the Global: Implications for Marketing and Development,"
Markets, Globalization & Development Review:
1, Article 4.