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Madhu Viswanathan
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Book Chapter

“I Did Not Think of Myself as a ‘Customer’”: The Confluence of Intertwined Vulnerabilities Among Subsistence Consumers Through Marketplace Literacy

Series: Review of Marketing Research
Published: 24 June 2024
10.1108/S1548-643520240000021009
EISBN: 978-1-80262-955-2
ISBN: 978-1-80262-956-9
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Book Chapter

Measurement Error and Research Design: Some Practical Issues in Conducting Research

Series: Review of Marketing Research
Published: 12 September 2022
10.1108/S1548-643520220000019004
EISBN: 978-1-80043-630-5
ISBN: 978-1-80043-631-2
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Book Chapter

Evolving and Expanding Marketing to Address Challenges and Opportunities in BoP Markets: Looking Back and Forward

Serial: Marketing in Emerging Markets
Published: 03 December 2018
10.1108/978-1-78714-555-920181002
EISBN: 978-1-78714-555-9
ISBN: 978-1-78714-556-6
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