Marketing to the Poor: Creating Value

This book discusses unique marketing concepts and theories for the Bottom of Pyramid (BoP), focusing on selling propositions and aspects related to marketing to the poor. It is of interest to students and researchers in marketing, business administration, rural management, marketing management, rural marketing, economics, and development studies in the UK and USA.

Format: Paperback / softback
Length: 150 pages
Publication date: 12 October 2022
Publisher: Taylor & Francis Ltd

This book offers a comprehensive and innovative approach to marketing concepts and theories related to the Bottom of Pyramid (BoP). It goes beyond simply identifying selling propositions and aspects related to marketing to the poor and delves into the unique challenges and opportunities that arise in this market segment.

The book is designed to appeal to a wide range of students and researchers interested in marketing, business administration, rural management, marketing management, rural marketing, economics, and development studies in the UK and USA. It provides valuable insights and perspectives that will enhance their understanding of the BoP market and its potential for growth and impact.

One of the key strengths of this book is its multidisciplinary approach. It brings together experts from various fields, including marketing, economics, sociology, and anthropology, to explore the complex dynamics of the BoP market. This interdisciplinary approach ensures that the book offers a holistic and comprehensive understanding of the factors that influence consumer behavior, market trends, and economic development in this region.

The book begins by providing an overview of the BoP market, including its size, growth potential, and the challenges and opportunities it presents. It then delves into the various marketing strategies and approaches that have been employed to reach and engage with the BoP market, such as segmentation, targeting, and product customization. The book also discusses the role of social entrepreneurship and the impact it has on creating sustainable and scalable business models that can address the needs of the BoP market.

Throughout the book, case studies and examples are used to illustrate the practical applications of the marketing concepts and theories discussed. These case studies provide real-world insights into the successes and failures of businesses and organizations that have successfully engaged with the BoP market. They offer valuable lessons and insights that can be applied to other organizations and industries seeking to tap into this growing market segment.

In conclusion, this book is a valuable resource for students and researchers interested in marketing, business administration, rural management, marketing management, rural marketing, economics, and development studies. It offers a comprehensive and innovative approach to marketing concepts and theories related to the Bottom of Pyramid (BoP). By bringing together experts from various fields and providing case studies and examples, the book provides valuable insights and perspectives that will enhance their understanding of this market segment and its potential for growth and impact.

Weight: 270g
Dimension: 155 x 235 x 12 (mm)
ISBN-13: 9781032318295