The chapter observes that some marketers are finding greener pastures by targeting low-income people. How ethical is

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The chapter observes that some marketers are finding ‘greener pastures’ by targeting low-income people. How ethical is it to single out consumers who cannot afford to waste their precious resources on discretionary items? Under what circumstances should this segmentation strategy be encouraged or discouraged?

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Consumer Behaviour A European Perspective

ISBN: 9780273687528

3rd Edition

Authors: Michael R. Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg

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