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Full Description
This book is a collection of nine chapters discussing the impact of sustainable marketing and business practices on the stakeholders at the base of the pyramid (BoP). It explores multifaceted dimensions related to sustainable practices such as sustainable consumer behavior, marketplace literacy for low-income and low-literate consumers, innovation and BoP and emerging markets, bridging vulnerability and sustainability, inclusive marketing practices, and how to bridge the economic, social and environmental aspects of sustainability. These chapters have been authored by the best marketing scholars working in the domain of marketing at the base of the pyramid, including scholars who actively promote bottoms up approach to enhance well-being and prosperity of subsistence marketplaces. Primarily aimed at marketing scholars, another important objective of this edited book is to reach out to organizations looking for deeper insights on how they can successfully position their products and services to poor consumers, or even how they can purchase/source products and services from poor producers. Professional associations such as ASSOCHAM, CII, FICCI, AIMA, AMA would also find many relevant takeaways in the book, as would academicians and policymakers of developing nations in Asia, Americas and Africa.
Contents
A Market Void: Are We Missing a Market Actor? Insights From JUNTOS's Action-Research Case.- Inclusive Marketing: Fostering Sustainable Wellbeing in Subsistence Communities.- Marketplace Literacy and Sustainable Consumption at The Base of The Pyramid (Bop).- Bridging Economic, Social, And Environmental Sustainability in Bop Markets: An Integrated Approach.- Bridging Vulnerability and Sustainability: Collective Climate Change Adaptation Efforts by Indian Communities and Businesses.- Sustainability In Subsistence Marketplaces and Beyond: Addressing Challenges Through the Bottom-Up Approach.- Empowering The Bottom of The Pyramid: Harnessing Innovation for Sustainable Growth.- Sustainable Luxury Brands Strategies for Base of The Pyramid Wellbeing.- Sustainable Consumer Behaviour in Emerging Markets.
