TY - JOUR
T1 - How Global Marketing Can Be More Global and More Marketing
T2 - A Bottom-Up Perspective from Subsistence Marketplaces
AU - Viswanathan, Madhubalan
AU - Sreekumar, Arun
N1 - Publisher Copyright:
© 2021 Taylor & Francis Group, LLC.
PY - 2021
Y1 - 2021
N2 - Our journey to subsistence marketplaces has been global in scope and resonates with marketing in beginning at the micro-level with a bottom-up orientation in understanding consumers, communities, and the larger context. This space offers an opportunity for us to discuss the broader lessons learned from this journey for global marketing.
AB - Our journey to subsistence marketplaces has been global in scope and resonates with marketing in beginning at the micro-level with a bottom-up orientation in understanding consumers, communities, and the larger context. This space offers an opportunity for us to discuss the broader lessons learned from this journey for global marketing.
KW - Subsistence marketplaces
KW - bottom of the pyramid
KW - bottom-up approach
KW - global innovation
KW - poverty
UR - http://www.scopus.com/inward/record.url?scp=85107686347&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85107686347&partnerID=8YFLogxK
U2 - 10.1080/08911762.2021.1890866
DO - 10.1080/08911762.2021.1890866
M3 - Article
AN - SCOPUS:85107686347
SN - 0891-1762
VL - 34
SP - 282
EP - 291
JO - Journal of Global Marketing
JF - Journal of Global Marketing
IS - 4
ER -