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: Hardback
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 and factors that shape the BoP market. This interdisciplinary approach ensures that the book offers a holistic and comprehensive understanding of the challenges and opportunities associated with marketing to the poor.

The book begins by providing an overview of the BoP market and its historical context. It then delves into the various marketing concepts and theories that are relevant to this market segment, such as segmentation, targeting, and positioning. The authors discuss how these concepts can be applied in the BoP context to create effective marketing strategies that meet the unique needs and preferences of the poor.

In addition to theoretical discussions, the book also includes case studies and practical examples that illustrate the application of marketing concepts and theories in the BoP market. These case studies provide real-world insights and demonstrate the potential for successful marketing interventions in this market segment.

The book also addresses the challenges and barriers that hinder the growth of the BoP market. It explores the social, economic, and cultural factors that contribute to poverty and inequality, and how these factors impact the purchasing behavior and needs of the poor. The authors offer recommendations and strategies for overcoming these challenges and creating sustainable and inclusive marketing practices.

Overall, this book is a valuable resource for students, researchers, and practitioners interested in marketing to the Bottom of Pyramid. It provides a comprehensive and innovative approach to marketing concepts and theories, and offers valuable insights and perspectives that will enhance their understanding of this market segment and its potential for growth and impact.

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 the experts from various fields, including marketing, economics, sociology, and anthropology, to explore the complex dynamics and factors that shape the BoP market. This interdisciplinary approach ensures that the book offers a holistic and comprehensive understanding of the challenges and opportunities associated with marketing to the poor.

The book begins by providing an overview of the BoP market and its historical context. It then delves into the various marketing concepts and theories that are relevant to this market segment, such as segmentation, targeting, and positioning. The authors discuss how these concepts can be applied in the BoP context to create effective marketing strategies that meet the unique needs and preferences of the poor.

In addition to theoretical discussions, the book also includes case studies and practical examples that illustrate the application of marketing concepts and theories in the BoP market. These case studies provide real-world insights and demonstrate the potential for successful marketing interventions in this market segment.

The book also addresses the challenges and barriers that hinder the growth of the BoP market. It explores the social, economic, and cultural factors that contribute to poverty and inequality, and how these factors impact the purchasing behavior and needs of the poor. The authors offer recommendations and strategies for overcoming these challenges and creating sustainable and inclusive marketing practices.

Overall, this book is a valuable resource for students, researchers, and practitioners interested in marketing to the Bottom of Pyramid. It provides a comprehensive and innovative approach to marketing concepts and theories, and offers valuable insights and perspectives that will enhance their understanding of this market segment and its potential for growth and impact.

Weight: 470g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032130286