Journal of Consumer Marketing: Volume 25 Issue 7

The quest for the fortune at the bottom of the pyramid: potential and challenges

The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending…

Integrated approach to understanding consumer behavior at bottom of pyramid

It is estimated that the poorest of the world, termed as being economically at the bottom of the pyramid (BoP), have a purchasing power of $5 trillion. This paper aims to study…

Purchasing power at the bottom of the pyramid: differences across geographic regions and income tiers

The purpose of this article is to examine the purchasing power at the bottom of the pyramid (BOP), i.e. of low‐income consumers.

Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing

This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion…

Lessons for successful BOP marketing from Caracas' slums

The purpose of this paper is to explain how leading firms can profitably serve poor consumers by targeting the urban bottom of the pyramid (BOP) with appropriate marketing…

Crossing the bridge to poverty, with low‐cost cars

The purpose of this study is to examine which changes companies need to implement in their transactional marketing strategy to sell to the poor when launching a product innovation…

Understanding key factors in social enterprise development of the BOP: a systems approach applied to case studies in the Philippines

The purpose of this paper is to provide a comprehensive perspective on social enterprise development, leading to enhanced understanding of the bottom of the pyramid (BOP…

Marketing in subsistence marketplaces: consumption and entrepreneurship in a South Indian context

The purpose of this paper is to discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in…

Does marketing undermine public health?

The purpose of this paper is to explore the success of marketing efforts by large companies that contribute to public health problems.

Doing Anthropology in Consumer Research

Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers

2008 Awards for Excellence

The world wide web faces a life and death challenge: pop-up ad blockers

Executive summary and implications for managers and executives

Guest editorial

Note from the publisher

Computer currency

Editorial