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

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 pra...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Singh, Ramendra (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley, UK : Emerald Publishing Limited, 2019.
Colección:Marketing in emerging markets
Temas:
Marketing.
Branding (Marketing)
Market segmentation.
Marketing
Stratégie de marque.
Segmentation du marché.
marketing.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Market segmentation
Acceso en línea:Texto completo
Descripción
Sumario: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.
Notas:Includes index.
Descripción Física:1 online resource (xiv, 219 pages) : illustrations
ISBN:9781787145559
1787145557
9781787149748
1787149749

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