Bottom of the pyramid marketing :
Bottom of the pyramid marketing : making, shaping and developing BoP markets /
edited by Ramendra Singh.
- 1 online resource (xiv, 219 pages) ; cm.
- Marketing in emerging markets .
Includes index.
Prelims -- Part 1: Markets and marketing at BOP: where we are and what we know -- Chapter 1: Evolving and expanding marketing to address challenges and opportunities in BoP markets: looking back and forward -- Chapter 2: Making markets 'worth the effort' at the bottom of the pyramid -- Chapter 3: A qualitative study on the survival strategies of retailers in BoP markets -- Chapter 4: Beyond the BoP: a look into alternative domain -- Part 2: Future of research on BOP markets -- Chapter 5: Designing solutions for the low income consumer markets: four schools of thought -- Chapter 6: A conceptual model of pro-poor innovation adoption in the BOP and subsistence marketplaces -- Chapter 7: reflections from a periodic market in rural India -- Part 3: Lessons for marketers -- Chapter 8: Bottom of the pyramid marketing: examples from selected Nigerian companies -- Chapter 9: Profitability in rural bottom of the Pyramid (BoP) Markets from a business perspective: evidence from Sri Lanka -- Chapter 10: Developing capabilities and freedoms at the base of the pyramid -- Chapter 11: Exploring the Urban BoP market -- Index.
Scholars have only recently begun to pay attention to Bottom of the Pyramid (BOP) marketing, and interest is growing on the subject amongst both marketing academics and practitioners. Organizations including HUL, P&G, Godrej, Nestlé and Cavin Kare, amongst many others, have started to seriously market their products and services to poor consumers. However, as both academic and practitioner focus on BOP evolves, it is clear that marketing practitioners lag behind the research output in this area. 'Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets' is written to provide much needed attention to this new and growing research area. It will fulfill a gap in the market by expanding the current avenues of academic research, as well as providing a key insight into the area which is sure to be the next growth engine for organizations as they begin to think about marketing to poor consumers. Aimed primarily at marketing practitioners and scholars, this book will prove useful to organizations looking for deeper insights on how they can successfully position their products and services to poor consumers, as well as how they can purchase or source products and services from poor producers.
9781787145559 (e-book)
Marketing.
Branding (Marketing)
Market segmentation.
Business & Economics--Marketing--General.
Sales & marketing.
HF5415 / .B68 2018
658.8
658.8
Includes index.
Prelims -- Part 1: Markets and marketing at BOP: where we are and what we know -- Chapter 1: Evolving and expanding marketing to address challenges and opportunities in BoP markets: looking back and forward -- Chapter 2: Making markets 'worth the effort' at the bottom of the pyramid -- Chapter 3: A qualitative study on the survival strategies of retailers in BoP markets -- Chapter 4: Beyond the BoP: a look into alternative domain -- Part 2: Future of research on BOP markets -- Chapter 5: Designing solutions for the low income consumer markets: four schools of thought -- Chapter 6: A conceptual model of pro-poor innovation adoption in the BOP and subsistence marketplaces -- Chapter 7: reflections from a periodic market in rural India -- Part 3: Lessons for marketers -- Chapter 8: Bottom of the pyramid marketing: examples from selected Nigerian companies -- Chapter 9: Profitability in rural bottom of the Pyramid (BoP) Markets from a business perspective: evidence from Sri Lanka -- Chapter 10: Developing capabilities and freedoms at the base of the pyramid -- Chapter 11: Exploring the Urban BoP market -- Index.
Scholars have only recently begun to pay attention to Bottom of the Pyramid (BOP) marketing, and interest is growing on the subject amongst both marketing academics and practitioners. Organizations including HUL, P&G, Godrej, Nestlé and Cavin Kare, amongst many others, have started to seriously market their products and services to poor consumers. However, as both academic and practitioner focus on BOP evolves, it is clear that marketing practitioners lag behind the research output in this area. 'Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets' is written to provide much needed attention to this new and growing research area. It will fulfill a gap in the market by expanding the current avenues of academic research, as well as providing a key insight into the area which is sure to be the next growth engine for organizations as they begin to think about marketing to poor consumers. Aimed primarily at marketing practitioners and scholars, this book will prove useful to organizations looking for deeper insights on how they can successfully position their products and services to poor consumers, as well as how they can purchase or source products and services from poor producers.
9781787145559 (e-book)
Marketing.
Branding (Marketing)
Market segmentation.
Business & Economics--Marketing--General.
Sales & marketing.
HF5415 / .B68 2018
658.8
658.8