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Publication Detail
AIM 2005-03: The Poor as Customers: Development Through Revolutionary Marketing Concepts

In this paper, the author states that: * The traditional marketing pedagogy of targeting the most profitable segment makes them to pursue the same market. * The competition transforms a single large homogenous segment served by single product into a fragmented specialized market with varying buying patterns. * Once market plateaus, the source of growth would be product innovations.

PinoyME Foundation
Authors Keywords
Lopez, Tomas B.; Philippines; marketing;
Download PDF Number of Downloads
Published in 2005 and available in the AIM or Downloaded 318 times since November 25, 2011
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