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Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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Product and Market Development for Subsistence Marketplaces (Hardcover, Revised ed.)
Loot Price: R3,479
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Product and Market Development for Subsistence Marketplaces (Hardcover, Revised ed.)
Series: Advances in International Management
Expected to ship within 12 - 17 working days
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This volume provides a more detailed and profound understanding of
an important and, until recently ignored, global phenomenon ???
marketplaces where individuals living in poverty buy/sell products
and services. It is estimated that as many as 4 billion people with
buying power exceeding $14 trillion fall into this market segment.
Historically, the research in this area was conducted among
consumers from industrialized economies. This research is rooted in
fundamental assumptions about literacy and numeracy skills, life
stability, cognitive predilections, and consumer access to basic
resources such as education, water, and sanitation that often do
not hold for poverty-stricken marketplaces.
This volume presents a collection of articles that describe this
particular group of consumers and entrepreneurs, and inform us on
better ways to understand, reach, and empower them. The potential
to do well by ???doing good??? in these impoverished marketplaces
is very high, it is the hope of the editors that this reference
will jumpstart the development of new theories, frameworks, and
models that address both consumption and entrepreneurship in this
particular market.
*This series publishes conceptual and empirical papers that deal
with international topics from all areas within the management
field
*The organizations studied can be domestic or multinational, and
the level of analysis can be macro or micro
*Through new theoretical insights, managerial application,
methodology, or data, the papers make a significant contribution to
advancing knowledge about international management
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