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Книга Low-Income Consumer Linda F. Alwitt

Low-Income Consumer

Adjusting the Balance of Exchange

Автор: Linda F. Alwitt, Thomas Donley
Език: Английски език
Корици: С твърди корици
Издател: SAGE Publications Inc
Наличност: Външен склад
Изпращаме след 14-20 дни
91.86 € 179.66 лв
Product, price, promotion and place: these are the four key areas in which marketing influences cons...

Информация за книгата

Автор
Linda F. Alwitt, Thomas Donley
Език
Английски език
Корици
Книга - С твърди корици
Издадена
1996
страници
208
EAN
9780803972117
ISBN
0803972113
Enbook ID
04714932
Издател
SAGE Publications Inc
Теглоt
510
Размери
152 x 228 x 19

Пълно описание

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.

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