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Reaching middle class consumers in emerging markets: Unlocking market potential through urban-based analysis
Institution:1. Centre for International Business, Leeds University Business School, Maurice Keyworth Building, University of Leeds, Leeds, West Yorkshire LS2 9JT, UK;2. DEGEI & GOVCOPP, University of Aveiro, Office 10.3.32, DEGEI, Campus de Santiago, 3810-193 Aveiro, Portugal;1. Birmingham Business School, University of Birmingham, Birmingham B15 2TY, UK;2. The College of Management, 7 Izhak Rabin Blvd., P.O.B 25073, Rishon LeZion 75190, Israel;1. Sauder Business School – University of British Columbia, Henry Angus Building, 2053, Vancouver, Canada V6T 1Z2;2. HEC Montréal, Chemin de la Cote-Sainte-Catherine, 3000, Montréal, Canada H3T 2AT;1. School of Management, Curtin Business School, Curtin University, Kent Street, Bentley, 6102 Western Australia, Australia;2. Shenzhen International Business School, Shenzhen University, 3688 Nanhai Road, Shenzhen 518060, Guangdong, China
Abstract:
Keywords:Urban-based market potential analysis  City-based market potential analysis  Granular approach  Middle class  Emerging markets
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