Constructing the Global Consumer: The Role of the Ngo

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The effective marketing campaigns of many international nongovernmental organizations (NGO) go some way in challenging the traditional view of the consumer citizen as the die hard 'shop til you drop' customer, constantly on the lookout for the next best deal. This book draws from interpretive analysis to dissect the cosumer identity frames used by NGOs in their various marketing campaigns and analyse how they contest and subvert traditional commercially-oriented...

Format:Hardcover

Language:English

ISBN:0415777593

ISBN13:9780415777599

Release Date:January 2026

Publisher:Routledge

Length:208 Pages

Related Subjects

Business Business & Investing Economics

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Constructing the Global Consumer: The Role of the Ngo

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