TOC: Mar Theory
Introduction
Marketing Theory, 17(3)
Editorial
Markets and marketing at the bottom of the pyramid
–Katy Mason, Ronika Chakrabarti, Ramendra Singh [] []
Rethinking the bottom of the pyramid: A critical perspective from an emerging economy
–Alex Faria, Marcus Hemais [] []
Redefining the bottom of the pyramid from a marketing perspective
–Dicle Yurdakul, Deniz Atik, Nikhilesh Dholakia [] []
Women entrepreneurs: How power operates in bottom of the pyramid-marketing discourse
–Gillian Hopkinson, Asad Aman [] []
Markets and marketing research on poverty and its alleviation: Summarizing an evolving logic toward human capabilities, well-being goals and transformation
–Srinivas Sridharan, Dani J. Barrington, Stephen G. Saunders [] []
The subsistence marketplaces approach to poverty: Implications for marketing theory
–Srinivas Venugopal, Madhubalan Viswanathan [] []
Market resource gaps: Identifying resources to cocreate solutions that facilitate consumption
–Lisa J. Abendroth, Jaqueline Pels [] []
Business models to serve low-income consumers in emerging markets
–Jaqueline Pels, Jagdish N. Sheth [] []