Marketing at the Bottom of the Pyramid: Serving, and in the Service of Low-Income Consumers

Marketing at the Bottom of the Pyramid: Serving, and in the Service of Low-Income Consumers

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Most academic studies in marketing have focused on advanced economies and fast-developing, large emerging markets (Sharma & Lascu, 2018). Until recently, only a few marketing studies have addressed subsistence markets; yet, there are over 4 billion bottom-of-the-pyramid (BOP) consumers livin...

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Bibliographic Details
Main Authors: Lisa Pizzagalli, Akshit Sharma, Dana-Nicoleta Lascu
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2018-08-01
Series:Innovative Marketing
Subjects:
bottom-of-the-pyramid (BOP) consumers
consumer wellbeing initiatives
emerging markets
low-income countries
price packs
stripped-down brand
Online Access:https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/10780/IM_2018_02_Pizzagalli.pdf

Internet

https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/10780/IM_2018_02_Pizzagalli.pdf

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