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Bottom of the Pyramid Marketing – Making, Shaping and Developing BOP Markets de Ramendra Singh

Bottom of the Pyramid Marketing – Making, Shaping and Developing BOP Markets: Marketing in Emerging Markets

Autor Ramendra Singh
en Limba Engleză Hardback – 2 dec 2018
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.
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Specificații

ISBN-13: 9781787145566
ISBN-10: 1787145565
Pagini: 240
Dimensiuni: 152 x 229 x 16 mm
Greutate: 0.46 kg
Editura: Emerald Publishing
Seria Marketing in Emerging Markets

Notă biografică

Ramendra Singh is Associate Professor in the Marketing Group at Indian Institute of Management (IIM) Calcutta, India. His research has been published in reputed international journals such as Journal of Business Research, Marketing Theory, Journal of Business Ethics, and Industrial Marketing Management. He has worked for several years in sales and marketing positions in organizations including, Indian Oil Corporation, Exxon Mobil, SRF Limited and ICICI Bank. He obtained his PhD from IIM Ahmedabad, India, and MBA from XLRI Jamshedpur, India.