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Egan, Paul
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Researching the marginalised bottom of the pyramid in Africa : lessons and prospects for inclusive, relevant practices
Chikweche, Tendai
;
Lappeman, James
;
Egan, Paul
- In:
International journal of market research
65
(
2023
)
5
,
pp. 597-621
Persistent link: https://www.econbiz.de/10014368517
Saved in:
2
Marketing financial services in Africa : exploring the heterogeneous middle-class consumer across nine countries
Chikweche, Tendai
;
Lappeman, James
;
Egan, Paul
- In:
Journal of financial services marketing
29
(
2024
)
1
,
pp. 1-16
Persistent link: https://www.econbiz.de/10014479191
Saved in:
3
Revisiting middle-class consumers in africa : a cross-country city-based investigation outlining implications for international marketers
Chikweche, Tendai
;
Lappeman, James
;
Egan, Paul
- In:
Journal of international marketing
29
(
2021
)
4
,
pp. 79-94
Persistent link: https://www.econbiz.de/10012660730
Saved in:
4
Targeting the floating middle of pyramid consumers in Africa : revisiting marketing mix considerations
Chikweche, Tendai
;
Lappeman, James
;
Egan, Paul
- In:
Journal of international consumer marketing
34
(
2022
)
5
,
pp. 517-536
Persistent link: https://www.econbiz.de/10013465894
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