Bottom of the pyramid marketing : making, shaping and developing BoP markets

• Other Authors: Singh, Ramendra (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2018.
• Series: Marketing in emerging markets
• Subjects: Marketing.; Branding (Marketing); Market segmentation.; elektronické knihy; electronic books
• ISBN: 9781787145559; 9781787149748
• DOI: 10.1108/9781787145559
• Physical Description: 1 online resource (xiv, 219 pages) ; cm.

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...