Researching subsistence markets: insight from rural China

Subsistence markets have often been neglected by marketers as a result of the mistaken understanding that they offer poor returns.

Researching subsistence markets: insights from rural China

Dr. Theresa LooConsultant BWG Shanghai


The global market can be seen as a five-tiered pyramid. The uppermost tier consists of 75 to 100 million people earning more than US$20,000 a year....

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