M. van Dijk – författare

The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in reaching the individuals' five senses at a deeper level than traditional marketing theories do.

This text examines two major themes: the strain placed on local economic cultures and economic networks in the Southern hemisphere and Eastern Europe by global deregulation; and the success rates of both novel, locally-rooted and more traditional economic structures in their attempts to adapt to deregulation. Contributions from a variety of authors combine a "flexible specialization in clusters" approach with original empirical data. An introduction and concluding chapter by the editors brings out the common issues and conclusions.

The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in reaching the individuals' five senses at a deeper level than traditional marketing theories do.