• Summary
  • Contents
  • Subject index

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
Ronald PaulHill
Introduction

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 ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles