Revisiting the marketing mix at the bottom of pyramid (BOP): From theoretical considerations to practical realities

Journal of Consumer Marketing

Volumn 29, Issue 7, 2012, Pages 507-520

  Chikweche, Tendai ^a   Fletcher, Richard ^a  

^a UNIVERSITY OF WESTERN SYDNEY   (Australia)

Author keywords

Bottom of pyramid; Case studies; Consumer behaviour; Marketing mix

Indexed keywords

EID: 84868030286     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363761211275018     Document Type: Article

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