Loading...
Inclusion of people with disabilities in marketing: a paradigm shift
Gbadamosi, Ayantunji
Gbadamosi, Ayantunji
Editors
Other contributors
Affiliation
Epub Date
Issue Date
2022-05-20
Submitted date
Alternative
Abstract
Whether mobility, auditory, sensory, visual, cognitive, or other types, living with a disability is a challenging experience. The individual dimension of this phenomenon is complemented by the social experience. In fact, as compared to individual experiences, social and political structures are considered as the leading cause of disability perception in society. Meanwhile, people with disability constitute a meaningful consumer segment with considerable purchasing power. However, extant literature indicates that the marketplace strategies are not friendly with people with disability in many areas. Hence, this chapter presents a conceptual and robust synthesis of these challenges and strategic directions for addressing the imbalance in relation to the equity and inclusion of people with disability in the marketing system. By and large, the chapter presents a paradigm shift on this phenomenon.
Citation
Sani, K. F. & Gbadamosi, A. (2022). Inclusion of People With Disabilities in Marketing: A Paradigm Shift. In A. Gbadamosi (Ed.), Critical Perspectives on Diversity, Equity, and Inclusion in Marketing (pp. 75-99). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-6684-3590-8.ch005
Publisher
Journal
Research Unit
PubMed ID
PubMed Central ID
Embedded videos
Additional Links
Type
Chapter in book
Language
en
Description
© IGI Global. For re-use please see the publisher's terms and conditions.
Series/Report no.
ISSN
EISSN
ISBN
9781668435908