Bottom of the pyramid marketing : making, shaping and developing BOP markets

edited by Ramendra Singh, Indian Institute of Management Calcutta, Kolkata, India

BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars.

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Year of publication:	2019 ; First edition
Other Persons:	Singh, Ramendra (ed.)
Publisher:	Bingley : Emerald Publishing Limited
Subject:	Marketing \| Konsumentenverhalten \| Consumer behaviour \| Niedrigeinkommen \| Low income
Description of contents:	Table of Contents [gbv.de]
Published items:	13 hits in ECONIS - Online Catalogue of the ZBW

Extent:	1 Online-Ressource
Series:	Marketing in emerging markets
Type of publication:	Book / Working Paper
Language:	English
ISBN:	1-78714-555-7 ; 978-1-78714-974-8 ; 978-1-78714-555-9 ; 1-78714-556-5 ; 978-1-78714-556-6
Other identifiers:	10.1108/9781787145559 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012049518