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Boden der Pyramide Marketing: Herstellung, Gestaltung und Entwicklung von BOP-Märkten [März-
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Standort: Las Cruces, New Mexico, USA
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- Hinweise des Verkäufers
- “Item has water damage. Cover is worn. Hardcover.”
- Book Title
- Bottom of the Pyramid Marketing: Making, Shaping and Developing
- ISBN
- 9781787145566
Über dieses Produkt
Product Identifiers
Publisher
Emerald Publishing The Limited
ISBN-10
1787145565
ISBN-13
9781787145566
eBay Product ID (ePID)
27038654144
Product Key Features
Number of Pages
240 Pages
Publication Name
Bottom of the Pyramid Marketing : Making, Shaping and Developing Bop Markets
Language
English
Publication Year
2018
Subject
Marketing / General, Developing & Emerging Countries, International / Marketing, Marketing / Research
Type
Textbook
Subject Area
Social Science, Business & Economics
Series
Marketing in Emerging Markets Ser.
Format
Hardcover
Dimensions
Item Height
0.6 in
Item Weight
16.1 Oz
Item Length
9 in
Item Width
6 in
Additional Product Features
Intended Audience
Scholarly & Professional
LCCN
2018-420354
Reviews
Exploring how to sell products and services to the poorest people, marketing and management specialists cover markets and marketing at the bottom of the pyramid: where we are and what we know, the future of research on bottom of the pyramid markets, and lessons for marketers. Their topics include evolving and expanding marketing to address challenges and opportunities in bottom of the pyramid markets: looking back and forward, a qualitative study on the survival strategies of retailers in bottom of the pyramid markets, a conceptual model of pro-poor innovation adoption in the bottom of the pyramid and subsistence marketplaces, bottom of the pyramid marketing: examples from selected Nigerian companies, profitability in rural bottom of the pyramid markets from a business perspective: evidence from Sri Lanka, and exploring the urban bottom of the pyramid market.
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.8008/942
Table Of Content
PART I - 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; Madhu Viswanathan, Arun Sreekumar and Roland Gau Chapter 2. Making Markets 'Worth the Effort' at the Bottom-of-the-Pyramid; Ronika Chakrabarti and Katy Mason Chapter 3. A Qualitative Study on the Survival Strategies of Retailers in BoP Markets; Dev Narayan Sarkar, Kaushik Kundu and Himadri Roy Chaudhuri Chapter 4. Beyond the BOP: A Look in Alternative Domain; Apoorv Khare PART II - Future of Research on BOP markets Chapter 5. Designing Four Solutions for the Low Income Consumer Market: Toward Developing a Grand Theory: Jaqueline Pels and Jag Sheth Chapter 6. A Conceptual Model of Pro-poor Innovation Adoption in the BOP and Subsistence Marketplaces; Ben Lowe, Rajibul Hasan and Saju Valliara Jose Chapter 7. Reflections From a Periodic Market in Rural India; Satyam and Rajesh Aithal PART III: Lessons for Marketers Chapter 8. Bottom of the Pyramid Marketing: Examples from Select Nigerian Companies; Ogechi Adeola and Yetunde Anibaba Chapter 9. Profitability in Rural Bottom of the Pyramid (BOP) Markets from a Business Perspective: Evidence from Sri Lanka; Wasana Jayawickrama, Kaleel Rahman, Rajendra Mulye and Tim Fry Chapter 10. Developing Capabilities and Freedoms at the Base of the Pyramid; Archana Voola and Ranjit Voola Chapter 11. Exploring the Urban BOP Market; Sanjeev Swami, Mahima Kaura Mathur, Ritu Mehta, and Sanjeev Bhatnagar
Synopsis
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., 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, Nestl 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., BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars.
LC Classification Number
HF5410-5417.5
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- d***u (338)- Bewertung vom Käufer.Letzter MonatBestätigter KaufI definitely recommend this seller, y'all. The book was as described/pictured, in excellent condition, a great deal, wrapped securely and neatly to ensure no damage to the book or pages, and shipped/arrived much faster than expected...thank you!
- t***k (659)- Bewertung vom Käufer.Letztes JahrBestätigter Kaufcouldn’t be happier with my purchase! The item arrived quickly and was exactly as described in the listing. It was well-packaged, ensuring it arrived in perfect condition. The seller was communicative and professional throughout the process, making the transaction smooth and stress-free. Highly recommend this seller—thank you for a fantastic experience!The Book of Carnacki the Ghost-Finder [The Great Detective Universe] (Nr. 186496136390)
- n***n (206)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufThe item was carefully packaged and shipped promptly with care. It came as described in great condition and the seller offered the item at a great value. The seller was also very friendly! I’m so happy to have this in my collection thank you so much!