Consumer Evaluation of Target Marketing to the Bottom of the Pyramid

  • Gupta S
  • Pirsch J
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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 ca...

Author-supplied keywords

  • Bottom of pyramid
  • consumer vulnerability
  • marketing ethics
  • target marketing

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  • Shruti Gupta

  • Julie Pirsch

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