Marketing tactics at the bottom of the pyramid - between good and evil

Nur Aisyah, and Faezah , and Wan Mohd Nazdrol Wan Mohd Nasir, (2015) Marketing tactics at the bottom of the pyramid - between good and evil. In: The Proceedings of The 4th International Seminar on Entrepreneurship and Business (ISEB 2015). Faculty of Entrepreneurship and Business,UMK, pp. 425-430. ISBN 9789670955032


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This is a conceptual paper that highlighted on the BOP proposition that has been criticized to be exploitative and unethical in nature, especially because the poor are perceived as being vulnerable to marketplace practices. We categorise marketing tactics into two, good and evil. A good marketing tactic not only will help the poor but also help the business themselves while we cannot avoid the evil marketing tactic that is also a nature of the business. Hence, the paper discusses on the good and evil of the marketing tactics.

Item Type: Book Section
ISBN: 9789670955032
Keywords: Marketing Strategy - Affordability - Vulnerability - Unethical - Exploitative
Faculty: Faculty of Entrepreneurship and Business
Deposited By: En. Pahmi Abdullah
Date Deposited: 30 Dec 2015 05:13
Last Modified: 30 Dec 2015 05:14

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