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.

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.

The main theme is how local economic cultures and economic networks in the South and in Eastern Europe are put under strain by global deregulation and how traditional and not so traditional but locally rooted structures of economic life adjust to deregulation or fail to do so. All the contributions, written by different authors, combine a 'flexible specialization in clusters' approach with original empirical data. An Introduction and a concluding chapter by the editors brings out the common issues and conclusions.

The main theme is how local economic cultures and economic networks in the South and in Eastern Europe are put under strain by global deregulation and how traditional and not so traditional but locally rooted structures of economic life adjust to deregulation or fail to do so. All the contributions, written by different authors, combine a ''flexible specialization in clusters'' approach with original empirical data. An Introduction and a 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.