Rethinking marketing mix strategies for the bottom of the pyramid : unveiling challenges and opportunities
Sumaira Jan, Swati Sisodia
| Year of publication: |
2023
|
|---|---|
| Authors: | Jan, Sumaira ; Sisodia, Swati |
| Published in: |
Sustainable marketing, branding, and reputation management : strategies for a greener future. - Hershey, PA : IGI Global, ISBN 979-8-3693-0019-0. - 2023, p. 328-343
|
| Subject: | Bottom of the pyramid | Marketingmanagement | Marketing management | Zielgruppe | Target group |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.4018/979-8-3693-0019-0.ch017 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014414266