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Products and services for Bottom of the Pyramid consumers have been neglected for a long time. Until now, most of the products designed for the poor have been strongly subsidized or given away free of charge. As the present shows, the output is far away from being satisfying. Time has come to take the BoP consumers seriously and to treat them in appropriate ways. This book analyses the challenges in marketing which arise by scaling up the point-of-use water treatment systems. The knowledge that markets and consumers in developing countries do not behave the same way than they do in the developed world is just one step to succeed. But there is usually far more needed than just adapt marketing, because the consumers often have to change their behaviour. That is the point where social marketing comes in. This book shows one possible approach about how to construct a promising social marketing strategy for water purifiers in developing markets. Furthermore it includes a field study about the IDE Cambodia?s ceramic water purifier distribution system, its problems and how it could be improved.
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About the Author:
Martin Parolo, M.A. HSG: Studies in International Affairs and Governance at the University of St. Gallen.
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- PublisherVDM Verlag
- Publication date2009
- ISBN 10 3639202791
- ISBN 13 9783639202793
- BindingPaperback
- Number of pages180
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Marketing Challenges and Social Marketing for POUS in Emerging Markets
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Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Products and services for Bottom of the Pyramid consumers have been neglected for a long time. Until now, most of the products designed for the poor have been strongly subsidized or given away free of charge. As the present shows, the output is far away from being satisfying. Time has come to take the BoP consumers seriously and to treat them in appropriate ways. This book analyses the challenges in marketing which arise by scaling up the point-of-use water treatment systems. The knowledge that markets and consumers in developing countries do not behave the same way than they do in the developed world is just one step to succeed. But there is usually far more needed than just adapt marketing, because the consumers often have to change their behaviour. That is the point where social marketing comes in. This book shows one possible approach about how to construct a promising social marketing strategy for water purifiers in developing markets. Furthermore it includes a field study about the IDE Cambodia s ceramic water purifier distribution system, its problems and how it could be improved. 180 pp. Englisch. Seller Inventory # 9783639202793
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Marketing Challenges and Social Marketing for POUS in Emerging Markets A Social Marketing approach about how to serve the Bottom of the Pyramid including a Field Study conducted in Cambodia
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Book Description Kartoniert / Broschiert. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Parolo MartinMartin Parolo, M.A. HSG: Studies in International Affairs and Governance at the University of St. Gallen.Products and services for Bottom of the Pyramid consumers have been neglected for a long time. Until now, most . Seller Inventory # 4966722
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Marketing Challenges and Social Marketing for POUS in Emerging Markets : A Social Marketing approach about how to serve the Bottom of the Pyramid market with water purifiers, including a Field Study conducted in Cambodia
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Book Description Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Products and services for Bottom of the Pyramid consumers have been neglected for a long time. Until now, most of the products designed for the poor have been strongly subsidized or given away free of charge. As the present shows, the output is far away from being satisfying. Time has come to take the BoP consumers seriously and to treat them in appropriate ways. This book analyses the challenges in marketing which arise by scaling up the point-of-use water treatment systems. The knowledge that markets and consumers in developing countries do not behave the same way than they do in the developed world is just one step to succeed. But there is usually far more needed than just adapt marketing, because the consumers often have to change their behaviour. That is the point where social marketing comes in. This book shows one possible approach about how to construct a promising social marketing strategy for water purifiers in developing markets. Furthermore it includes a field study about the IDE Cambodia s ceramic water purifier distribution system, its problems and how it could be improved. Seller Inventory # 9783639202793
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