| Dedication | vii | |
| Preface | ix | |
| About the Contributor | xi | |
| Part I: Markets and Marketing at BOP: Where We are and What We Know | ||
| Chapter 1 Evolving and Expanding Marketing to Address Challenges and Opportunities in BoP Markets: Looking Back and Forward Madhu Viswanathan, Arun Sreekumar and Roland Gau | 3 | |
| Chapter 2 Making Markets ‘Worth the Effort’ at the Bottom of the Pyramid Ronika Chakrabarti and Katy Mason | 29 | |
| Chapter 3 A Qualitative Study on the Survival Strategies of Retailers in BoP Markets Dev Narayan Sarkar, Kaushik Kundu and Himadri Roy Chaudhuri | 53 | |
| Chapter 4 Beyond the BoP: A Look into Alternative Domain Apoorv Khare | 77 | |
| Part II: Future of Research on BOP markets | ||
| Chapter 5 Designing Solutions for the Low Income Consumer Markets: Four Schools of Thought Jaqueline Pels and Jagdish N. Sheth | 89 | |
| Chapter 6 A Conceptual Model of Pro-poor Innovation Adoption in the BOP and Subsistence Marketplaces Ben Lowe, Md. Rajibul Hasan and Saju Valliara Jose | 111 | |
| Chapter 7 Reflections from a Periodic Market in Rural India Satyam and Rajesh Aithal | 135 | |
| Part III: Lessons for Marketers | ||
| Chapter 8 Bottom of the Pyramid Marketing: Examples from Selected Nigerian Companies Ogechi Adeola and Yetunde Anibaba | 151 | |
| Chapter 9 Profitability in Rural Bottom of the Pyramid (BoP) Markets from a Business Perspective: Evidence from Sri Lanka Wasana Jayawickramarathna, Kaleel Rahman, Rajendra Mulye and Tim Fry | 165 | |
| Chapter 10 Developing Capabilities and Freedoms at the Base of the Pyramid Archana Voola and Ranjit Voola | 189 | |
| Chapter 11 Exploring the Urban BoP Market Mahima Kaura Mathur, Ritu Mehta, Sanjeev Swami, Sanjeev Bhatnagar | 199 | |
| Index | 213 | |
| Dedication | ||
| Preface | ||
| About the Contributor | ||
| Index | ||
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