Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global "umbrella brands", and responsible marketing

Author： Wood Van R.   Pitta Dennis A.   Franzak Frank J.  

Publisher： Emerald Group Publishing Ltd

ISSN： 0736-3761

Source： Journal of Consumer Marketing, Vol.25, Iss.7, 2008-10, pp. : 419-429

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