Marketing to the Poor: Creating Value

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.

Copyright:

2023

Book Details

Book Quality:

Publisher Quality

Book Size:

150 Pages

ISBN-13:

9781000634211

Related ISBNs:

9781003311560, 9781032318295, 9781032130286

Publisher:

Taylor and Francis

Date of Addition:

10/11/22

Copyrighted By:

selection and editorial matter, Ramendra Singh and Tahir A Wani

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