LES CONSOMMATEURS PAUVRES COMME« BLEAU OCEAN »: REPENSER LE MARKETING POUR S’ADAPTER AUX EFFETS DES CRISES ECONOMIQUES
The economic crisis gives rise to a marketing crisis. This latter is materialized by a drop in market demand as a result of increase in poverty and vulnerability of consumers. The persistence of the effects of marketing crisis and the inability of traditional marketing practices to cope with have po...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Arabic |
| Published: |
Fatiha REGRAGUI
2020-08-01
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| Series: | Revue Economie, Gestion et Société |
| Subjects: | |
| Online Access: | https://revues.imist.ma/index.php/REGS/article/view/22435 |
| Summary: | The economic crisis gives rise to a marketing crisis. This latter is materialized by a drop in market demand as a result of increase in poverty and vulnerability of consumers. The persistence of the effects of marketing crisis and the inability of traditional marketing practices to cope with have point up a great marketing crisis.
The BoP which is a Blue Ocean market is a huge market with great potential. Given the failure of traditional marketing practices, the Bule Ocean Strategy is a useful and effective alternative to make the BoP market a sustainable lever capable to cope with economic crises. |
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| ISSN: | 2458-6250 |