Browsing Open Access Journal Articles by Subject "Bottom-up marketing approach"
Now showing items 1-1 of 1
-
Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy
(Springer, 2024-04-17)We present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We derive this approach from the research stream on radically diferent ...