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Journal of Consumer Marketing

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Articles

Articles

Article No:	Article Information:
1752058	The quest for the fortune at the bottom of the pyramid: potential and challenges Dennis A. Pitta, Rodrigo Guesalaga, Pablo Marshall (pp. 393-401) Keywords: Consumers, Disadvantaged groups, Emerging markets, Poverty, Private sector organizations ArticleType: Research paper View HTML | View PDF (112 KB) | Reprints & Permissions
1752059	Integrated approach to understanding consumer behavior at bottom of pyramid Saroja Subrahmanyan, J. Tomas Gomez-Arias (pp. 402-412) Keywords: Consumers, Disadvantaged groups, Integrated marketing, Motivation (psychology), Poverty ArticleType: Conceptual paper View HTML | View PDF (159 KB) | Reprints & Permissions
1752060	Purchasing power at the bottom of the pyramid: differences across geographic regions and income tiers Rodrigo Guesalaga, Pablo Marshall (pp. 413-418) Keywords: Consumers, Cross-cultural studies, Disadvantaged groups, Income, Purchasing power ArticleType: Research paper View HTML | View PDF (118 KB) | Reprints & Permissions
1752061	Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing Van R. Wood, Dennis A. Pitta, Frank J. Franzak (pp. 419-429) Keywords: Disadvantaged groups, Globalization, International marketing, Multinational companies ArticleType: Research paper View HTML | View PDF (152 KB) | Reprints & Permissions
1752062	Lessons for successful BOP marketing from Caracas' slums John Ireland (pp. 430-438) Keywords: Disadvantaged groups, International marketing, Marketing strategy, South America ArticleType: Research paper View HTML | View PDF (113 KB) | Reprints & Permissions
1752063	Crossing the bridge to poverty, with low-cost cars Sofie Van den waeyenberg, Luc Hens (pp. 439-445) Keywords: Automotive industry, Disadvantaged groups, Marketing strategy, Poverty, Product innovation ArticleType: Case study View HTML | View PDF (97 KB) | Reprints & Permissions
1752064	Understanding key factors in social enterprise development of the BOP: a systems approach applied to case studies in the Philippines Christine Nielsen, Patricia M. Samia (pp. 446-454) Keywords: Disadvantaged groups, Economic growth, Marketing environment, Philippines, Social environment ArticleType: Research paper View HTML | View PDF (294 KB) | Reprints & Permissions
1752065	Marketing in subsistence marketplaces: consumption and entrepreneurship in a South Indian context Srinivas Sridharan, Madhu Viswanathan (pp. 455-462) Keywords: Consumer marketing, Disadvantaged groups, Literacy, Marketing strategy, Poverty ArticleType: Research paper View HTML | View PDF (310 KB) | Reprints & Permissions
1752066	Does marketing undermine public health? Marla B. Royne, Marian Levy (pp. 473-475) Keywords: Lifestyles, Marketing strategy, Public health, Social responsibility ArticleType: Viewpoint View HTML | View PDF (52 KB) | Reprints & Permissions

Book Review

Doing Anthropology in Consumer Research

Item No:	Item Information
1752056	Doing Anthropology in Consumer Research Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid Author(s): Michael Barone View HTML

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

Item No:	Item Information
1752057	Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid Author(s): John Gountas View HTML

Guest editorial

Guest editorial

Item No:	Item Information
1752067	Guest editorial Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid Author(s): Dennis Pitta View HTML

Editorial

Editorial

Item No:	Item Information
1752068	Editorial Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid Author(s): Richard C. Leventhal View HTML

Note from the publisher

Note from the publisher

Item No:	Item Information
1752069	Note from the publisher Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid Author(s): Vicky Williams View HTML

2008 Awards for Excellence

2008 Awards for Excellence

Item No:	Item Information
1752070	2008 Awards for Excellence Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid View HTML

Executive summary and implications for managers and executives

Executive summary and implications for managers and executives

Item No:	Item Information
1752071	Executive summary and implications for managers and executives Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid View HTML

Computer currency

Computer currency

Item No:	Item Information
1752072	Computer currency Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid View HTML

Internet currency

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

Item No:	Item Information
1752073	The world wide web faces a life and death challenge: pop-up ad blockers Journal: Journal of Consumer Marketing Vol : 25 Issue: 7 Special Issue: Marketing challenges in serving the bottom of the pyramid Author(s): Dennis A. Pitta View HTML