Low-Income Consumer

Name: Low-Income Consumer
Brand: SAGE Publications Inc
SKU: 9780803972124
Price: 55.21 EUR
Availability: InStock

Adjusting the Balance of Exchange

Автор: Linda F. Alwitt, Thomas Donley

Език:

Корици: С меки корици

Издател: SAGE Publications Inc

Наличност: Външен склад

Изпращаме след 14-20 дни

55.21 € 107.97 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 меки корици

Издадена

1996

страници

208

EAN

9780803972124

ISBN

0803972121

Enbook ID

04714933

Издател

SAGE Publications Inc

Теглоt

345

Размери

152 x 228 x 14

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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Low-Income Consumer

Adjusting the Balance of Exchange

Информация за книгата

Пълно описание

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