Marketing tactics at the bottom of the pyramid - between good and evil
This is a conceptual paper that highlighted on the BOP proposition that has been criticized to be exploitative and unethical in nature, especially because the poor are perceived as being vulnerable to marketplace practices. We categorise marketing tactics into two, good and evil. A good marketing ta...
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| Main Authors: | , , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Faculty of Entrepreneurship and Business,UMK
2015
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| Online Access: | http://discol.umk.edu.my/id/eprint/8568/1/Conference%20Paper%2023%20%20ISEB%202015.pdf http://discol.umk.edu.my/id/eprint/8568/ |
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