Marketing at the bottom of the pyramid : overcoming the challenges through MICMAC analysis
Year of publication: |
2021
|
---|---|
Authors: | Sharma, Sangeeta ; Bumb, Arpan |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 34.2021, 4, p. 292-307
|
Subject: | BOP | bottom of pyramid | challenges | COVID-19 | ISM | MICMAC | Rural market | Coronavirus | Entwicklungsländer | Developing countries | Zielgruppe | Target group | Indien | India | Niedrigeinkommen | Low income |
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