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02440aam a2200337 i 4500 001 985CA3066CA011E9A39CB90697128E48 003 SILO 005 20190502010142 008 190122t20192019xxka b 001 0 eng d 010 $a 2018420354 020 $a 1787145565 020 $a 9781787145566 035 $a (OCoLC)1040533178 040 $a YDX $b eng $e rda $c DLC $d CDX $d OCLCF $d TXI $d YDX $d OCLCO $d SILO 042 $a lccopycat 050 00 $a HC79 C6 B684 2019 245 00 $a Bottom of the Pyramid marketing : $b making, shaping and developing BOP markets / $c edited by Ramendra Singh (Indian Institute of Management Calcutta, Kolkata, India). 250 $a First edition. 264 1 $a United Kingdom : $b Emerald Publishing, $c 2019. 300 $a xiv, 219 pages : $b illustrations ; $c 24 cm. 490 1 $a Marketing in emerging markets 504 $a Includes bibliographical references and index. 520 $a 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, NestleÌ 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. 650 0 $a Low-income consumers. 650 0 $a Marketing. 700 1 $a Singh, Ramendra, $e editor. 830 0 $a Marketing in emerging markets. 941 $a 1 952 $l USUX851 $d 20190605015849.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=985CA3066CA011E9A39CB90697128E48 994 $a C0 $b IWAInitiate Another SILO Locator Search