The authors look back and forward in terms of challenges and opportunities for marketing, viewed from the vantage point of the subsistence marketplaces stream. The authors discuss how marketing can evolve and expand to address the scale and scope of challenges that lie ahead. By way of...

This paper examines the challenges involved in the design and administration of experiments with low-literate adults in business research, and derives implications for subsistence marketplaces. A brief review of the research methods used for studying low-literate adults in business, as well as...