Successful marketing by multinational firms to the bottom of the pyramid: Connecting share of heart, global "umbrella brands", and responsible marketing

Journal of Consumer Marketing

Volumn 25, Issue 7, 2008, Pages 419-429

  Wood, Van R ^a   Pitta, Dennis A ^b   Franzak, Frank J ^a  

^a VIRGINIA COMMONWEALTH UNIVERSITY   (United States)

^b UNIVERSITY OF BALTIMORE   (United States)

Author keywords

Disadvantaged groups; Globalization; International marketing; Multinational companies

Indexed keywords

EID: 55349149399     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760810915635     Document Type: Article

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