J Global Mar
Introduction
Journal of Global Marketing, 34(4)
INTEREST CATEGORY: GLOBAL MARKETING
POSTING TYPE: TOCs
Special Issue: Marketing to the poor, disadvantaged and marginalized consumers: A global perspective; Guest Editors: Ramendra Singh and Saravana Jaikumar
Executive Functions of BoP Consumers: Research Propositions, Conceptual Framework and Implications for Marketing Strategies for BoP Markets
—Ria Mishra, Ramendra Singh & Saravana Jaikumar [] []
Serving the invisible poor: Segmenting the market
—Jaqueline Pels & Jagdish N. Sheth [] []
How Global Marketing Can Be More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces
—Madhubalan Viswanathan & Arun Sreekumar [] []
Marketing at the Bottom of the Pyramid: Overcoming the Challenges through MICMAC Analysis
—Sangeeta Sharma & Arpan Bumb [] []
A Qualitative Investigation of Shopping Behavior of Customers at Bottom of the Pyramid
—Bodh Raj Sharma & Nikita Gupta [] []
Factors Affecting BoP Producer Intention to Use P2P Lending Platforms in India
—Rajeev Kumra, Sk Abu Khalek & Tamal Samanta [] []