Consumer Evaluation of Target Marketing to the Bottom of the Pyramid

  • Gupta S
  • Pirsch J
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Abstract

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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Authors

  • Shruti Gupta

  • Julie Pirsch

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