Marketing at the Bottom of the Pyramid: Serving, and in the Service of Low-Income Consumers
Most academic studies in marketing have focused on advanced economies and fast-developing, large emerging markets (Sharma & Lascu, 2018). Until recently, only a few marketing studies have addressed subsistence markets; yet, there are over 4 billion bottom-of-the-pyramid (BOP) consumers living be...
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| Principais autores: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
LLC "CPC "Business Perspectives"
2018-08-01
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| coleção: | Innovative Marketing |
| Assuntos: | |
| Acesso em linha: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/10780/IM_2018_02_Pizzagalli.pdf |
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