Rethinking the bottom of the pyramid : towards a new marketing mix
Year of publication: |
2021
|
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Authors: | Purohit, Sonal ; Paul, Justin ; Mishra, Rikee |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 58.2021, p. 1-14
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Subject: | Bottom of the pyramid (BoP) | Financial services | Service marketing | Marketing mix | Factor analysis | Marketingmanagement | Marketing management | Entwicklungsländer | Developing countries | Zielgruppe | Target group | Finanzdienstleistung | Armutsbekämpfung | Poverty reduction | Niedrigeinkommen | Low income |
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