The vastly irritated consumer is provoked beyondtolerance by remorseless media onslaught, but is there really a communalizationof culture involved? Are there not monopolies involved here, too, as elsewherein the media? And what of the cultural issues that thwart attempts to marketforeign brands?
Expert View: SANTOSH DESAI and A F MATHEW analyze the global invasion of brands fromdeveloping countries, examining not only the seamier side of marketing andadvertising methodologies but also the amusing mix-ups that occur when productsare transplanted on alien soil accompanied by their original cultural baggage.