Marketing to the Poor
eBook - ePub

Marketing to the Poor

Creating Value

  1. 150 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Marketing to the Poor

Creating Value

Book details
Table of contents
Citations

About This Book

This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies. Analyzing the sociocultural characteristics of these markets, it offers solutions for businesses to overcome spatial, institutional, and financial challenges while working in these contexts.

Markets for the poor are characterized by resource scarcity, weak institutions, and low literary rates, as well as a strong presence of cultural and community ties. This book provides an understanding of these marketplaces, including the consumer's wants and aspirations, the relationship of the individual within the social milieu, and their unique cultural contexts. It provides strategies for businesses to develop a bottom-up knowledge of global markets and incorporates practices which are inclusive and sustainable. It also explores the links between human development, entrepreneurship, and marketing which are especially relevant in the pandemic-hit global economy.

This book will be of interest to students and researchers of marketing, business studies, business administration, rural management, marketing management, economics, and development studies.

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Yes, you can access Marketing to the Poor by Ramendra Singh, Tahir A. Wani in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge India
Year
2022
ISBN
9781000634211
Edition
1
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Endorsements
  3. Half-Title
  4. Title
  5. Copyright
  6. Contents
  7. List of figures
  8. List of tables
  9. List of contributors
  10. Foreword
  11. Introduction
  12. 1 Bottom-up immersion and emersion: What marketing can be in subsistence marketplaces
  13. 2 “In pursuit of happiness”: A study on marginalized consumers: Implications for marketing
  14. 3 Democratizing the access to formal markets: Challenges for informal sellers
  15. 4 Environmental consciousness and sustainability for urban BoP consumers in India
  16. 5 Why do livelihood programmes fail?: The importance of market linkages and market orientation
  17. 6 Micro-entrepreneurship as a bottom-up approach for poverty eradication and sustainable development: An understanding of marketing exchange system to the poor
  18. 7 Influence of mobile technology adoption and usage on lives of the poor in emerging markets
  19. Index