Marketing tactics at the bottom of the pyramid - between good and evil
This is a conceptual paper that highlighted on the BOP proposition that has been criticized to be exploitative and unethical in nature, especially because the poor are perceived as being vulnerable to marketplace practices. We categorise marketing tactics into two, good and evil. A good marketing ta...
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| Language: | English |
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Faculty of Entrepreneurship and Business,UMK
2015
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| Online Access: | http://discol.umk.edu.my/id/eprint/8568/1/Conference%20Paper%2023%20%20ISEB%202015.pdf http://discol.umk.edu.my/id/eprint/8568/ |
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my.umk.eprints.85682022-05-23T14:34:11Z http://discol.umk.edu.my/id/eprint/8568/ Marketing tactics at the bottom of the pyramid - between good and evil Nur Aisyah Faezah Wan Mohd Nazdrol Wan Mohd Nasir This is a conceptual paper that highlighted on the BOP proposition that has been criticized to be exploitative and unethical in nature, especially because the poor are perceived as being vulnerable to marketplace practices. We categorise marketing tactics into two, good and evil. A good marketing tactic not only will help the poor but also help the business themselves while we cannot avoid the evil marketing tactic that is also a nature of the business. Hence, the paper discusses on the good and evil of the marketing tactics. Faculty of Entrepreneurship and Business,UMK 2015 Book Section NonPeerReviewed text en http://discol.umk.edu.my/id/eprint/8568/1/Conference%20Paper%2023%20%20ISEB%202015.pdf Nur Aisyah and Faezah and Wan Mohd Nazdrol Wan Mohd Nasir (2015) Marketing tactics at the bottom of the pyramid - between good and evil. In: The Proceedings of The 4th International Seminar on Entrepreneurship and Business (ISEB 2015). Faculty of Entrepreneurship and Business,UMK, pp. 425-430. ISBN 9789670955032 |
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Universiti Malaysia Kelantan |
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Perpustakaan Universiti Malaysia Kelantan |
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Asia |
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Malaysia |
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Universiti Malaysia Kelantan |
| content_source |
UMK Institutional Repository |
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English |
| description |
This is a conceptual paper that highlighted on the BOP proposition that has been criticized to be exploitative and unethical in nature, especially because the poor are perceived as being vulnerable to marketplace practices. We categorise marketing tactics into two, good and evil. A good marketing tactic not only will help the poor but also help the business themselves while we cannot avoid the evil marketing tactic that is also a nature of the business. Hence, the paper discusses on the good and evil of the marketing tactics. |
| format |
Book Section |
| author |
Nur Aisyah Faezah Wan Mohd Nazdrol Wan Mohd Nasir |
| spellingShingle |
Nur Aisyah Faezah Wan Mohd Nazdrol Wan Mohd Nasir Marketing tactics at the bottom of the pyramid - between good and evil |
| author_facet |
Nur Aisyah Faezah Wan Mohd Nazdrol Wan Mohd Nasir |
| author_sort |
Nur Aisyah |
| title |
Marketing tactics at the bottom of the pyramid - between good and evil |
| title_short |
Marketing tactics at the bottom of the pyramid - between good and evil |
| title_full |
Marketing tactics at the bottom of the pyramid - between good and evil |
| title_fullStr |
Marketing tactics at the bottom of the pyramid - between good and evil |
| title_full_unstemmed |
Marketing tactics at the bottom of the pyramid - between good and evil |
| title_sort |
marketing tactics at the bottom of the pyramid - between good and evil |
| publisher |
Faculty of Entrepreneurship and Business,UMK |
| publishDate |
2015 |
| url |
http://discol.umk.edu.my/id/eprint/8568/1/Conference%20Paper%2023%20%20ISEB%202015.pdf http://discol.umk.edu.my/id/eprint/8568/ |
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