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A naturological approach to marketing exchanges: Implications for the bottom of the pyramid

โœ Scribed by Ronald Paul Hill

Book ID
116618438
Publisher
Elsevier Science
Year
2010
Tongue
English
Weight
324 KB
Volume
63
Category
Article
ISSN
0148-2963

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Bottom of Pyramid (BOP) research has emphasized how marketing to the world's poor is profitable for companies and can generate significant revenue growth. But marketing targeting BOP consumers can also do harm, creating ethical concerns over exploitative marketing practices. This article measures th