Bottom of the Pyramid Marketing: Making, Shaping and Developing Bop Markets
by Ramendra Singh (Author, Editor)

About the Author
Ramendra Singh is Associate Professor in the Marketing Group at Indian Institute of Management (IIM) Calcutta, India. His research has been published in reputed international journals such as Journal of Business Research, Marketing Theory, Journal of Business Ethics, and Industrial Marketing Management. He has worked for several years in sales and marketing positions in organizations including, Indian Oil Corporation, Exxon Mobil, SRF Limited and ICICI Bank. He obtained his PhD from IIM Ahmedabad, India, and MBA from XLRI Jamshedpur, India.

About this book
Scholars have only recently begun to pay attention to Bottom of the Pyramid (BOP) marketing, and interest is growing on the subject amongst both marketing academics and practitioners. Organizations including HUL, P&G, Godrej, Nestlé and Cavin Kare, amongst many others, have started to seriously market their products and services to poor consumers. However, as both academic and practitioner focus on BOP evolves, it is clear that marketing practitioners lag behind the research output in this area.
Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets is written to provide much needed attention to this new and growing research area. It will fulfill a gap in the market by expanding the current avenues of academic research, as well as providing a key insight into the area which is sure to be the next growth engine for organizations as they begin to think about marketing to poor consumers.
Aimed primarily at marketing practitioners and scholars, this book will prove useful to organizations looking for deeper insights on how they can successfully position their products and services to poor consumers, as well as how they can purchase or source products and services from poor producers.

Brieft contents
Part I: Markets and Marketing at BOP: Where We are and What We Know
Chapter 1 Evolving and Expanding Marketing to Address Challenges and Opportunities in BoP Markets: Looking Back and Forward 3
Chapter 2 Making Markets ‘Worth the Effort’ at the Bottom of the Pyramid 29
Chapter 3 A Qualitative Study on the Survival Strategies of Retailers in BoP Markets 53
Chapter 4 Beyond the BoP: A Look into Alternative Domain 77
Part II: Future of Research on BOP markets
Chapter 5 Designing Solutions for the Low Income Consumer Markets: Four Schools of Thought 89
Chapter 6 A Conceptual Model of Pro-poor Innovation Adoption in the BOP and Subsistence Marketplaces 111
Chapter 7 Reflections from a Periodic Market in Rural India 135
Part III: Lessons for Marketers
Chapter 8 Bottom of the Pyramid Marketing: Examples from Selected Nigerian Companies 151
Chapter 9 Profitability in Rural Bottom of the Pyramid (BoP) Markets from a Business Perspective: Evidence from Sri Lanka 165
Chapter 10 Developing Capabilities and Freedoms at the Base of the Pyramid 189
Chapter 11 Exploring the Urban BoP Market 199
Index 213

Series: Marketing in Emerging Markets
Length: 240 pages
Publisher: Emerald Publishing Ltd (December 3, 2018)
Language: English
ISBN-10: 1787145565
ISBN-13: 978-1787145566