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.; Business & Economics > Marketing > General.; Sales & marketing.; 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...

Table of Contents:

• 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.