Marketing in subsistence marketplaces: Consumption and entrepreneurship in a South Indian context

Journal of Consumer Marketing

Volumn 25, Issue 7, 2008, Pages 455-462

  Sridharan, Srinivas ^a   Viswanathan, Madhu ^b  

^a UNIVERSITY OF WESTERN ONTARIO   (Canada)

^b UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

Consumer marketing; Disadvantaged groups; Literacy; Marketing strategy; Poverty

Indexed keywords

EID: 55349123669     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760810915671     Document Type: Article

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