Bottom of the Pyramid marketing : making, shaping and developing BOP markets / edited by Ramendra Singh (Indian Institute of Management Calcutta, Kolkata, India).

Published:: United Kingdom : Emerald Publishing, 2019.
Copyright Date:: ©2019
Edition:: First edition.
Physical Description:: xiv, 219 pages : illustrations ; 24 cm.
Additional Creators:: Singh, Ramendra

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Series:

Marketing in emerging markets

Contents:

Evolving and expanding marketing to address challenges and opportunities in BoP markets: looking back and forward / Madhu Viswanathan, Arun Sreekumar, and Roland Gau -- Making markets worth the effort at the bottom of the pyramid / Ronika Chakrabarti and Katy Mason -- A qualitative study on survival strategies of retailers in BoP markets / Dev Narayan Sarkar, Kaushik Kundu, and Himadri Roy Chaudhuri -- Beyond the BoP: a look into alternative domain / Apoorv Khare -- Designing solutions for the low income consumer markets: four schools of thought / Jaqueline Pels and Jagdish N. Sheth -- A conceptual model of pro-poor innovation adoption in the BOP and subsistence marketplaces / Ben Lowe Md., Rajibul Hasan, and Saju Valliara Jose -- Reflections from a periodic market in rural India / Satyam and Rajesh Aithal -- Bottom of the pyramid marketing: examples from selected Nigerian companies / Ogechi Adeola and Yetunde Anibaba -- Profitability in rural bottom of the pyramid (BoP) markets from a business perspective: evidence from Sri Lanka / Wasana Jayawickramarathna, Kaleel Rahman, Rajendra Mulye, and Tim Fry -- Developing capabilities and freedoms at the base of the pyramid / Archana Voola and Ranjit Voola -- Exploring the urban BoP market / Mahima Kaura Mathur, Ritu Mehta, Sanjeev Swami, and Sanjeev Bhatnagar

Summary:

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.

Subject(s):

ISBN:

1787145565 (Print)
9781787145566 (Print)

Bibliography Note:

Includes bibliographical references and index.

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