Bottom of the Pyramid Marketing

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

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• Vendas e marketing
• Pesquisa de mercado
• Vendas e gestão do marketing

Bottom of the Pyramid; Marketing; BOP Markets; Regional Marketing; Marketing Strategy; Marketing Methods