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Research papers

Targeting the lower end of the pyramid

This paper aims to understand the low income consumers in Egypt and give indicators to marketers on how to build brand loyalty and long-term and sustainable equity among them. The results are based on quantitative interviews and focus group...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: B. Satya Prakash
June 15, 1998
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Citation

Prakash, B. S. (1998a, June 15). Targeting the lower end of the pyramid. ANA - ESOMAR. Retrieved September 21, 2024, from


https://ana.esomar.org/documents/targeting-the-lower-end-of-the-pyramid