Business & Economics Books:

The Low-Income Consumer

Adjusting the Balance of Exchange

Format

Paperback / softback

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The Low-Income Consumer by Linda F. Alwitt
$149.99
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Description

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 presents a revised model of marketing exchange with poor consumers and offers specific directions for a way in which the balance of exchange between marketers and low-income consumers can be adjusted.
Release date NZ
March 27th, 1996
Country of Publication
United States
Imprint
SAGE Publications Inc
Pages
208
Dimensions
152x229x11
ISBN-13
9780803972124
Product ID
2067495

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