Targeting the floating middle of pyramid consumers in Africa : revisiting marketing mix considerations
Tendai Chikweche, James Lappeman and Paul Egan
| Year of publication: |
2022
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|---|---|
| Authors: | Chikweche, Tendai ; Lappeman, James ; Egan, Paul |
| Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 34.2022, 5, p. 517-536
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| Subject: | branding | floating middle-class Africa | market potential | marketing mix | Middle class | strategic frameworks | Marketingmanagement | Marketing management | Mittelschicht | Afrika | Africa | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group | Marktgröße | Market size |
| 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: | 10.1080/08961530.2021.2006105 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013465894