Marketing concept represents the idea that the purpose of marketing is to help an organization meet its objectives (Darroach et al. 2004). Market orientation has been suggested as a means to implement the marketing concept (Koli and Jaworski (1990). Reflecting the key concepts of marketing at...

Foreword / Jagdish N. Sheth, Charles H. Kellstadt -- Product and market development for subsistence marketplaces: consumption and entrepreneurship beyond literacy and resource barriers / Madhubalan Viswanathan, Jose(c)(p) Antonio Rosa -- Understanding product and market interactions in...