Marketing and the Poor
Bibliographic Data
| ID | 5092592 |
|---|---|
| Authors | Linda F Alwitt (DePaul University, corresponding author) |
| Year | 1995 |
| Volume | 38 |
| Issue | 4 |
| Pages | 564-577 |
| Publication date | 1995-02-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | American Behavioral Scientist (JOURNAL) |
| Journal identifiers | ISSN: 0002-7642 • E-ISSN: 1552-3381 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/0002764295038004007 |
| OpenAlex | W2077473910 |
| Language | EN |
| Citations received | 6 |
| References cited | 19 |
It is proposed that marketing exchanges are unbalanced in favor of marketers when one of the parties is a poor consumer, but in addition, marketers are presented with ethical conflicts in such exchanges. An exchange model that includes poor consumers is described. By strengthening ethical foundations of exchange, five implications for making the balance more equitable are discussed. One implication leads to the idea that small buying groups can increase the exchange power of poor consumers, thereby increasing the real and perceived equity as well as the level of commitment of all parties to a marketing exchange
Balance (ability) · Business · Equity (law) · Political science · Power (physics) · Ethics in Business and Education · Innovation and Socioeconomic Development · Law · Management and Organizational Studies · Marketing · Psychology
Understanding and enabling marketplace literacy in subsistence contexts
Building Understanding of the Domain of Consumer Vulnerability
(Dis)continuities in Scale, Scope and Complexities of the Space Economy
Decent jobs in Accra’s malls? The role of flexibilisation and informalisation in shaping workers’ employment outcomes
Surviving in a Material World
Entrepreneurial Women as Catalysts for Socioeconomic Development in Transitioning Cambodia, Laos, and Vietnam
| Citations per year | 0.24 |
|---|---|
| Citation span | 2001 - 2024 (24) |
| Highly cited | No |