• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Marketing to subsistence consumers: Lessons from practice
【24h】

Marketing to subsistence consumers: Lessons from practice

机译：向自给自足的消费者进行营销：实践经验

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Over 4 billion people live in what is commonly referred to as the "bottom of the pyramid" or as subsistence marketplaces. These individuals and families live in substandard housing, with limited or no access to sanitation, potable water, and health care, have low levels of literacy, and earn very low incomes. Scholars and practitioners alike suggest that the problems existing in subsistence marketplaces demand the attention and involvement of responsible businesses and that doing business with consumers in such marketplaces can be both socially responsible and profitable. This research explores the strategies and tactics currently being used across commercial and social enterprises engaged in subsistence marketplaces. The analysis leads to recommendations about marketing practices currently used by companies and organizations that are successfully operating in subsistence marketplaces.
机译：超过40亿人生活在通常所说的“金字塔底层”或生计市场中。这些个人和家庭居住在劣质住房中，无法获得或很少获得卫生设施，饮用水和医疗保健，识字率低，收入很低。学者和实践者都认为，生存市场中存在的问题需要负责任企业的关注和参与，并且与此类市场中的消费者开展业务既对社会负责又有利可图。这项研究探索了目前在从事生计市场的商业和社会企业中使用的策略和策略。通过分析，可以得出有关在生存市场中成功运营的公司和组织当前使用的营销实践的建议。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号