How global marketing can be more global and more marketing : a bottom-up perspective from subsistence marketplaces
Madhubalan Viswanathan and Arun Sreekumar
| Year of publication: |
2021
|
|---|---|
| Authors: | Viswanathan, Madhu ; Sreekumar, Arun |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 34.2021, 4, p. 282-291
|
| Subject: | bottom of the pyramid | bottom-up approach | global innovation | poverty | Subsistence marketplaces | Subsistenzwirtschaft | Subsistence economy | Armut | Poverty | Entwicklungsländer | Developing countries | Globalisierung | Globalization | Internationales Marketing | International marketing | Armutsbekämpfung | Poverty reduction | Welt | World | Innovation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2021.1890866 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012650604