For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Impoverished Consumers and Social Marketing

Impoverished Consumers and Social Marketing

Impoverished consumers and social marketing
Ronald PaulHill


The material lives of impoverished consumers became a legitimate topic for marketing scholars following publication of The Poor Pay More by Caplovitz (1963). He describes the difficult circumstances of urban poor as consumers of durable goods that are purchased ...

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