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The Low-Income Consumer: Adjusting the Balance of Exchange

-15% su kodu: ENG15
180,81 
Įprasta kaina: 212,72 
-15% su kodu: ENG15
Kupono kodas: ENG15
Akcija baigiasi: 2025-03-03
-15% su kodu: ENG15
180,81 
Įprasta kaina: 212,72 
-15% su kodu: ENG15
Kupono kodas: ENG15
Akcija baigiasi: 2025-03-03
-15% su kodu: ENG15
2025-02-28 212.7200 InStock
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Knygos aprašymas

Product, price, promotion and place: these are the four key areas in which marketing influences consumers. This innovative book takes the stance that poor consumers are distinctly disadvantaged in each of these areas. Documenting the imbalance of the exchange process by describing the business practice of those who market to poor consumers, issues related to basic necessities such as food, housing and transportation are addressed, as well as the consumption of `sin' products by poor consumers.

The problems faced by those who target low-income consumers are also examined, including the conflict between sound marketing practices and marginally ethical or unethical applications of those practices. The final section of the book presents a revised model of marketing exchange with poor consumers and offers specific directions for a way in which the balance of exchange between marketers and low-income consumers can be adjusted.

Informacija

Autorius: Linda F. Alwitt, Thomas Donley,
Leidėjas: Sage Publications
Išleidimo metai: 1996
Knygos puslapių skaičius: 204
ISBN-10: 0803972121
ISBN-13: 9780803972124
Formatas: 229 x 152 x 12 mm. Knyga minkštu viršeliu
Kalba: Anglų

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