Bottom of the Pyramid Marketing

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.

Practicile de marketing BOP sunt noi si inca evolueaza, in ciuda provocarilor de la nivel de sol si a mai multor esecuri. Aceasta carte editata extinde cunostintele despre partea de jos a piramidei (BOP) prin contributii ale unor savanti de top din acest domeniu si intruchipeaza cunostintele care ar fi utile pentru practica de marketing provenind de la cei mai buni savanti in marketing BOP.