Low-Income Consumer

Name: Low-Income Consumer
Brand: SAGE Publications Inc
SKU: 9780803972124
Price: 1274 CZK
Availability: InStock

Adjusting the Balance of Exchange

Autor: Linda F. Alwitt, Thomas Donley

Jazyk:

Vazba: Brožovaná

Vydavatel: SAGE Publications Inc

Dostupnost: Skladem u dodavatele

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1 274 Kč

Product, price, promotion and place: these are the four key areas in which marketing influences cons...

Informace o knize

Autor

Linda F. Alwitt, Thomas Donley

Jazyk

Angličtina

Vazba

Kniha - Brožovaná

Vydáno

1996

Stránek

208

EAN

9780803972124

ISBN

0803972121

Enbook ID

04714933

Vydavatel

SAGE Publications Inc

Hmotnost

345

Rozměry

152 x 228 x 14

Kompletní popis

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

Informace o knize

Kompletní popis

Mohlo by vás zajímat

Zákaznicí kteří koupili tuto knihu koupili také