Product and market development for subsistence marketplaces

• Other Authors: Rosa, José Antonio, 1955-, Viswanathan, Madhu
• Format: Electronic eBook
• Language: English
• Published: Amsterdam ; Boston : Elsevier/JAI, 2007.
• Edition: 1st ed.
• Series: Advances in international management ; v. 20.
• Subjects: Consumer behavior > Developing countries > Congresses.; Consumers > Developing countries > Congresses.; Marketing > Developing countries > Congresses.; Subsistence economy > Congresses.; Sales & marketing.; Sales & marketing management.; Business & Economics > Marketing > General.

This volume provides a more detailed and profound understanding of an important and, until recently ignored, global phenomenon: marketplaces where individuals living in poverty buy/sell products and services. It is estimated that as many as 4 billion people with buying power exceeding $14 trillion f...