Emerging market economies have long been a significant driver of global growth, and ever since the beginning of the new millennium, they have gained greater importance than ever. Economists state that the economies of emerging countries are rapidly catching up with the those of developed...

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...

Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies--namely, the Turkish economy, which according to a recent PWC report could...