Construct · 1 fields · 1 citations

subsistence marketplaces: a standalone construct

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Marketing

markets of low-literate, low-income people who are often both buyers and sellers and depend on close one-to-one exchanges.

In marketing, subsistence marketplaces refers to markets of low-literate, low-income people who are often both buyers and sellers and depend on close one-to-one exchanges. This meaning comes from Viswanathan (2010) in Journal of Marketing.[1]

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References

Viswanathan, M., Rosa, J. A., & Ruth, J. A. (2010). Exchanges in Marketing Systems: The Case of Subsistence Consumer–Merchants in Chennai, India. Journal of Marketing, 74(3), 1-17. https://doi.org/10.1509/jmkg.74.3.001

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