Buying less, more often: an evaluation of sachet marketing strategy in an emerging market

Sachets have for several decades now, been marketed by firms as a strategy to increase trials and market penetration especially in the economically underprivileged societies of the emerging markets. Very often the existence of an economic underclass is assumed to be a necessary prerequisite for the...

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Bibliographic Details
Main Authors: Singh, Ramendra, Ang, Rodolfo P, Sy-Changco, Joseph A
Format: text
Published: Archīum Ateneo 2009
Subjects:
Online Access:https://archium.ateneo.edu/gsb-pubs/5
https://www.ingentaconnect.com/content/westburn/tmr/2009/00000009/00000001/art00002
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Institution: Ateneo De Manila University