Targeting the floating middle of pyramid consumers in Africa : revisiting marketing mix considerations
Year of publication: |
2022
|
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Authors: | Chikweche, Tendai ; Lappeman, James ; Egan, Paul |
Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 34.2022, 5, p. 517-536
|
Subject: | branding | floating middle-class Africa | market potential | marketing mix | Middle class | strategic frameworks | Marketingmanagement | Marketing management | Afrika | Africa | Mittelschicht | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group |
Description of contents: | Description [doi.org] |
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