Bottom of the pyramid marketing : (Record no. 305192)

000 -LEADER
fixed length control field 02320nam a2200349 i 4500
003 - CONTROL NUMBER IDENTIFIER
control field UTCC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20210122132801.0
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
fixed length control field cr |||||||||||
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 181217s2019 enk o 001 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781787145559 (e-book)
040 ## - CATALOGING SOURCE
Original cataloging agency UtOrBLW
Language of cataloging eng
Transcribing agency UTCC
Description conventions rda
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8
Item number B751
245 00 - TITLE STATEMENT
Title Bottom of the pyramid marketing :
Remainder of title making, shaping and developing BoP markets /
Statement of responsibility, etc. edited by Ramendra Singh.
264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE
Place of production, publication, distribution, manufacture Bingley, U.K. :
Name of producer, publisher, distributor, manufacturer Emerald Publishing Limited,
Date of production, publication, distribution, manufacture, or copyright notice 2019.
300 ## - PHYSICAL DESCRIPTION
Extent 1 online resource (xiv, 219 pages)
336 ## - CONTENT TYPE
Source rdacontent
Content type term text
337 ## - MEDIA TYPE
Source rdamedia
Media type term computer
338 ## - CARRIER TYPE
Source rdacarrier
Carrier type term online resource
500 ## - GENERAL NOTE
General note Includes index.
520 ## - SUMMARY, ETC.
Summary, etc. Scholars have only recently begun to pay attention to Bottom of the Pyramid (BOP) marketing, and interest is growing on the subject amongst both marketing academics and practitioners. Organizations including HUL, P&G, Godrej, Nestlé and Cavin Kare, amongst many others, have started to seriously market their products and services to poor consumers. However, as both academic and practitioner focus on BOP evolves, it is clear that marketing practitioners lag behind the research output in this area. 'Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets' is written to provide much needed attention to this new and growing research area. It will fulfill a gap in the market by expanding the current avenues of academic research, as well as providing a key insight into the area which is sure to be the next growth engine for organizations as they begin to think about marketing to poor consumers. Aimed primarily at marketing practitioners and scholars, this book will prove useful to organizations looking for deeper insights on how they can successfully position their products and services to poor consumers, as well as how they can purchase or source products and services from poor producers.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Marketing.
9 (RLIN) 33528
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Branding (Marketing)
9 (RLIN) 187793
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Market segmentation.
9 (RLIN) 98774
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Singh, Ramendra,
Relator term editor
9 (RLIN) 300931
850 ## - HOLDING INSTITUTION
Holding institution UTCC
856 78 - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="https://www.emerald.com/insight/publication/doi/10.1108/9781787145559">https://www.emerald.com/insight/publication/doi/10.1108/9781787145559</a>
Public note eBook-Emerald
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Koha item type E-book
998 ## - STAFF NAME
Cataloger Ubolpan

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