Marketing to the Poor: Creating Value

By: Ramendra Singh and Tahir A. Wani

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Synopsis: This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies. Analyzing the sociocultural characteristics of these markets, it offers solutions for businesses to overcome spatial, institutional, and financial challenges while working in these contexts. Markets for the poor are characterized by resource scarcity, weak institutions, and low literary rates, as well as a strong presence of cultural and community ties. This book provides an understanding of these marketplaces, including the consumer’s wants and aspirations, the relationship of the individual within the social milieu, and their unique cultural contexts. It provides strategies for businesses to develop a bottom-up knowledge of global markets and incorporates practices which are inclusive and sustainable. It also explores the links between human development, entrepreneurship, and marketing which are especially relevant in the pandemic-hit global economy. This book will be of interest to students and researchers of marketing, business studies, business administration, rural management, marketing management, economics, and development studies.

Book Quality:: Publisher Quality
Book Size:: 150 Pages
ISBN-13:: 9781000633214
Related ISBNs:: 9781003311560, 9781032318295, 9781032130286
Publisher:: Taylor and Francis
Date of Addition:: 10/11/22
Copyrighted By:: N/A
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Computers and Internet, Business and Finance, Social Studies, Earth Sciences, Law, Legal Issues and Ethics
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.
Edited by:: Ramendra Singh
Edited by:: Tahir A. Wani