Bottom of the pyramid marketing : making, shaping and developing BOP markets /: making, shaping and developing BOP markets. (2018)

• Record Type: Book
• Further Information: Note: Edited by Ramendra Singh.
• Editors: Singh, Ramendra
• Contents: 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.
• Publisher Details: United Kingdom : Emerald Publishing
• Publication Date: 2018
• Extent: 1 online resource
• Subjects: 658.80091724; Marketing -- Developing countries
• Languages: English
• ISBNs: 9781787149748; 9781787145559
• Related ISBNs: 9781787145566
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.