Addressing grand challenges through the bottom-up marketing approach : lessons from subsistence marketplaces and marketplace literacy
Madhu Viswanathan, Arun Sreekumar, Srinivas Sridharan, Gaurav R. Sinha
| Year of publication: |
2024
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|---|---|
| Authors: | Viswanathan, Madhu ; Sreekumar, Arun ; Sridharan, Srinivas ; Sinha, Gaurav R. |
| Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 52.2024, 5, p. 1279-1300
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| Subject: | Bottom-up marketing approach | Marketplace literacy | Subsistence marketplaces | Subsistenzwirtschaft | Subsistence economy | Konsumentenverhalten | Consumer behaviour | Marktmechanismus | Market mechanism | Bildungsniveau | Educational achievement | Analphabetismus | Illiteracy | Marketingmanagement | Marketing management |
| Description of contents: | Description [doi.org] |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-024-01022-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192720