This research analyzes the concept of marketing for the poor to conceptualize the mechanisms by which this concept works, and identify the implementation requirements by Palestinian firms. The study adopted the qualitative methodology for data gathering and analysis using published research and other relevant data in a way that allow for future further quantitative or empirical research. The process of data analysis resulted in developing a conceptual model of marketing for the poor including elements of marketing strategy for low income people.
The study provided a set of recommendations constituting a framework for marketing strategies for the poor focusing on redesigning elements of marketing mix to be more consistent with the Palestinian consumers' and their real needs.

Conference Title

Sustainable Development in a Changing Environment

Conference Country

Palestine

Conference Date

April 10, 2019 - April 10, 2019

Conference Sponsor

An-Najah National University

Additional Info

Conference Website