How Global Marketing Can Be More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces
Author:
Affiliation:
1. Professor of Marketing, Loyola Marymount University, Los Angeles and Professor Emeritus, University of Illinois, Urbana-Champaign
2. Indian Institute of Management, Ahmedabad, India
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/08911762.2021.1890866
Reference25 articles.
1. Fuel-efficient stoves for Darfur: The social construction of subsistence marketplaces in post-conflict settings
2. Living the African Dream: How Subsistence Entrepreneurs Move to Middle-Class Consumer Markets in Developing and Emerging Countries
3. Mobile Phone Visual Ethnography (MpVE): Bridging Transformative Photography and Mobile Phone Ethnography
4. Reverse Innovation
5. An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces
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1. Consumer Well‐Being at the Base of the Pyramid and Subsistence Marketplaces: A Review and Research Agenda;International Journal of Consumer Studies;2024-08-15
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