000			02729nam a22002177a 4500
005			20241128201157.0
008			241128b |||||||| |||| 00| 0 eng d
020			_a9781032535906
082			_a658.8 _bSIN
245			_aMarketing to the poor: _bcreating value
260			_bRoutledge _aNew York _c2023
300			_axx, 149 p.
365			_aINR _b1295.00
500			_aTable of content: List of Figures. List of Tables. List of Contributors. Introduction 1. Bottom-Up Immersion and Emersion: What Marketing Can Be in Subsistence Marketplaces 2. 'In pursuit of Happiness', A study on marginalized consumers: Implications for Marketing 3. Democratizing the Access to Formal Markets: Challenges for Informal Sellers 4. Environmental Consciousness and Sustainability for Urban BoP Consumers in India 5. Why Do Livelihood Programs Fail? The Importance of Market Linkages and Market Orientation 6. Micro-entrepreneurship as a Bottom-up approach for poverty eradication and sustainable development: An understanding of Marketing Exchange System to the Poor 7. Influence of mobile technology adoption and usage on lives of the poor in emerging markets. Index. [https://www.routledge.com/Marketing-to-the-Poor-Creating-Value/Singh-Wani/p/book/9781032318295)
520			_aThis 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. (https://www.routledge.com/Marketing-to-the-Poor-Creating-Value/Singh-Wani/p/book/9781032318295)
650			_aMarketing
650			_aMultilevel _919110
700			_aSingh, Ramendra [Editor] _919111
700			_aWani, Tahir A [Editor] _919112
942			_cBK _2ddc
999			_c7911 _d7911