Marketing at the bottom of the pyramid : literature review and future research agenda
Year of publication: |
2022
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Authors: | Vishnoi, Prama ; Bhardwaj, Neha ; Vohra, Anupama |
Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 46.2022, 5, p. 1517-1536
|
Subject: | consumer behavior | marketing | base of the pyramid | BoP | systematic literature review | bottom of the pyramid | Bibliometrie | Bibliometrics | Entwicklungsländer | Developing countries | Zielgruppe | Target group | Armutsbekämpfung | Poverty reduction | Multinationales Unternehmen | Transnational corporation | Niedrigeinkommen | Low income | Corporate Social Responsibility | Corporate social responsibility |
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