Low-Income Consumer

Name: Low-Income Consumer
Brand: SAGE Publications Inc
SKU: 9780803972124
Price: 274.57 RON
Availability: InStock

Adjusting the Balance of Exchange

Autor: Linda F. Alwitt, Thomas Donley

Limbă:

Legare: Carte broșată

Editura: SAGE Publications Inc

Disponibilitate: În depozitul extern

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274.57 lei

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

Informații despre carte

Autor

Linda F. Alwitt, Thomas Donley

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

1996

Pagini

208

EAN

9780803972124

ISBN

0803972121

Enbook ID

04714933

Editura

SAGE Publications Inc

Greutate

345

Dimensiuni

152 x 228 x 14

Descriere completă

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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Descriere completă

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