Marketing to the poor: creating value
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032130286
Date de publication :
12 oct. 2022
Dimensions :
23,4 x 15,6 cm
Poids :
470 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies. Analyzing the socio-cultural characteristics of these markets, it offers solutions for businesses to overcome spatial, institutional, and financial challenges while working in these contexts.