@article{4e6e1a96f619480fa78f6fc88faf4a04,
title = "How Global Marketing Can Be More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces",
keywords = "bottom of the pyramid, bottom-up approach, global innovation, poverty, Subsistence marketplaces",
author = "Madhubalan Viswanathan and Arun Sreekumar",
note = "Publisher Copyright: {\textcopyright} 2021 Taylor & Francis Group, LLC.",
year = "2021",
doi = "10.1080/08911762.2021.1890866",
language = "English",
volume = "34",
pages = "282--291",
journal = "Journal of Global Marketing",
issn = "0891-1762",
publisher = "Taylor and Francis Group",
number = "4",
}