Marketing to subsistence consumers: Lessons from practice

Kelly L. Weidner; José Antonio Rosa; Madhu Viswanathan

doi:10.1016/j.jbusres.2009.02.022

Marketing to subsistence consumers: Lessons from practice

Kelly L. Weidner, José Antonio Rosa, Madhu Viswanathan

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	559-569
Number of pages	11
Journal	Journal of Business Research
Volume	63
Issue number	6
DOIs	https://doi.org/10.1016/j.jbusres.2009.02.022
State	Published - Jun 2010
Externally published	Yes

ASJC Scopus Subject Areas

Marketing

Keywords

Bottom of the pyramid
Subsistence consumers
Subsistence marketplaces

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10.1016/j.jbusres.2009.02.022

Cite this

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title = "Marketing to subsistence consumers: Lessons from practice",

keywords = "Bottom of the pyramid, Subsistence consumers, Subsistence marketplaces",

author = "Weidner, {Kelly L.} and Rosa, {Jos{\'e} Antonio} and Madhu Viswanathan",

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issn = "0148-2963",

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T1 - Marketing to subsistence consumers

T2 - Lessons from practice

AU - Weidner, Kelly L.

AU - Rosa, José Antonio

AU - Viswanathan, Madhu

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KW - Subsistence consumers

KW - Subsistence marketplaces

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JO - Journal of Business Research

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Marketing to subsistence consumers: Lessons from practice

ASJC Scopus Subject Areas

Keywords

Access to Document

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