Low-Income Consumer

Name: Low-Income Consumer
Brand: SAGE Publications Inc
SKU: 9780803972117
Price: 373.75 PLN
Availability: InStock

Adjusting the Balance of Exchange

Autor: Linda F. Alwitt, Thomas Donley

Język:

Oprawa: Twarda

Wydawca: SAGE Publications Inc

Dostępność: Dostępna u dostawcy

Wysyłamy za 14-20 dni

373.75 zł

Product, price, promotion and place: these are the four key areas in which marketing influences cons...

Informacje o książce

Autor

Linda F. Alwitt, Thomas Donley

Język

Angielski

Oprawa

Książka - Twarda

Data wydania

1996

strony

208

EAN

9780803972117

ISBN

0803972113

Enbook ID

04714932

Wydawca

SAGE Publications Inc

Waga

510

Wymiary

152 x 228 x 19

Pełny opis

Product, price, promotion and place: these are the four key areas in which marketing influences consumers. This innovative book takes the stance that poor consumers are distinctly disadvantaged in each of these areas. Documenting the imbalance of the exchange process by describing the business practice of those who market to poor consumers, issues related to basic necessities such as food, housing and transportation are addressed, as well as the consumption of 'sin' products by poor consumers. The problems faced by those who target low-income consumers are also examined, including the conflict between sound marketing practices and marginally ethical or unethical applications of those practices. The final section of the book presents a revised model of marketing exchange with poor consumers and offers specific directions for a way in which the balance of exchange between marketers and low-income consumers can be adjusted.

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Low-Income Consumer

Adjusting the Balance of Exchange

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