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- Title
MARKETING AND BOTTOM OF THE PYRAMID: A PERSPECTIVE FROM THE SUBSISTENCE MARKETPLACE APPROACH.
- Authors
da Costa Nogami, Vitor Koki; Viswanathan, Madhu
- Abstract
The present opening paper aims to introduce the Forum on Marketing and Bottom of the Pyramid. The four Forum papers are analyzed from the Bottom-Up perspective of the Subsistence Marketplace. This approach seeks understanding consumers, entrepreneurs and individual and circumstantial behaviors to the daily life of the people in poverty environment, at the micro level.
- Subjects
CONSUMER behavior; EVERYDAY life; POVERTY; MARKETING; SUBSISTENCE economy
- Publication
Revista Interdisciplinar de Marketing (RIMAR), 2017, Vol 7, Issue 1, p74
- ISSN
1676-9783
- Publication type
Article