The Low-Income Consumer: Adjusting the Balance of Exchange

ISBN-13: 9780803972124 / Angielski / Miękka / 1996 / 208 str.

Linda F. Alwitt; Thomas Donley

Opis

Product, price, promotion and place: these are the four key areas in which marketing influences consumers. This innovative book takes the stance that poor consumers are distinctly disadvantaged in each of these areas. Documenting the imbalance of the exchange process by describing the business practice of those who market to poor consumers, issues related to basic necessities such as food, housing and transportation are addressed, as well as the consumption of sin' products by poor consumers.

The problems faced by those who target low-income consumers are also examined, including the conflict between sound marketing practices and marginally ethical or unethical applications of those practices. The final section of the book