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Bottom of the pyramid marketing : making, shaping and developing BOP markets / edited by Ramendra Singh, Indian Institute of Management Calcutta, Kolkata, India

Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Marketing in emerging marketsPublisher: Bingley : Emerald Publishing Limited, 2019Edition: First editionDescription: 1 Online-RessourceISBN:
  • 1787145557
  • 9781787149748
  • 9781787145559
Subject(s): Additional physical formats: 1787145565 | 9781787145566 | Erscheint auch als: Bottom of the pyramid marketing. Druck-Ausgabe. First edition. Bingley, UK : Emerald Publishing, 2019. xiv, 219 SeitenDOI: DOI: 10.1108/9781787145559Online resources: Summary: 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.PPN: PPN: 1043470158Package identifier: Produktsigel: ZDB-1-EPB | ZDB-55-BME
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