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The effect of mobile marketing on the purchase of staple products: a case of bottom of the pyramid consumers in Khayelitsha
The growth of mobile penetration in Africa has seen a rise in marketers seeking new ways of using mobile marketing to improve their business and develop sustainable marketing strategies. An empirical study on BOP consumers living in Khayelitsha, Cape Town, comprising a survey of a sample of 385 resp...
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| Format: | Thesis |
| Language: | English |
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School of Management Studies
2020
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