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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