# 0776540

Marketing to the Low-Income Consumer


Συγγραφέας: Motta Paulo Cesar
Εκδότης: Business Expert Press
ISBN: 9781606494660
Αριθμός Σελίδων: 150
Έτος Έκδοσης: 2015

Σύνοψη του βιβλίου "Marketing to the Low-Income Consumer"

This book is unique in several ways. First, it focuses on marketing to low-income consumers, but not those in extreme poverty. Consumers earning income around the poverty line are a sizable group in nearly every country. Often, major marketing textbooks tend to assume that consumers are at least middle class, and as a consequence, most of them do not even include the low-income audience. Second, this book contextualizes the low-income consumer within the marketing discipline. It considers the low-income consumers who engage voluntarily in market exchanges. These consumers differ significantly from those in extreme poverty who, as a group, are not sufficiently attractive to most corporate businesses. In turn, those who live in extreme poverty demand substantial attention from major social endeavors. However, the low-income consumers can be better served if businesses give them proper analytical attention. Third, this book embraces the profit motivation, assuming that marketing without profit goals cannot sponsor arguments for poverty subjects over any other claims. It also supports the idea that marketing cannot address poverty by demanding businesses sacrifice profit to benefit a new stakeholder. Fourth, no other book explores the topic of poverty from a marketing perspective like this. It borrows concepts from other disciplines and molds them to marketing thought. By doing this, it develops a unique vocabulary for poverty, which is essential for marketing to be comprehensive. This approach avoids sending students to other schools where poverty knowledge lacks the appropriate business perspective. It also helps readers understand the poverty concepts within the marketing discipline.


Συγγραφέας/εις: Motta Paulo Cesar
Κατηγορία: marketing-διαφήμιση
ISBN: 9781606494660
Ημερ/νία έκδοσης: 01/01/2015
Εκδότης: Business Expert Press
Εξώφυλλο: Paperback / softback
Σελίδες: 150
Τόπος έκδοσης: Sterling Forest
Χώρα έκδοσης: United States

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