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Keywords: BOP
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Journal Articles
Impact of political marketing strategies on the BOP voters in India
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (8): 994–1009.
Published: 27 June 2022
...Srabanti Mukherjee; Abhinav Srivastava; Biplab Datta; Subhojit Sengupta Purpose This article aims to examine political marketing strategies adopted by the politicians operating in base of the pyramid (BOP) areas and their impact on the BOP voters using the tenets of the social influence theory...
