How Global Marketing Can Be More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces

Madhubalan Viswanathan, Arun Sreekumar

Research output: Contribution to journalArticlepeer-review

Abstract

Our journey to subsistence marketplaces has been global in scope and resonates with marketing in beginning at the micro-level with a bottom-up orientation in understanding consumers, communities, and the larger context. This space offers an opportunity for us to discuss the broader lessons learned from this journey for global marketing.

Original languageEnglish (US)
JournalJournal of Global Marketing
DOIs
StateAccepted/In press - 2021

Keywords

  • bottom of the pyramid
  • bottom-up approach
  • global innovation
  • poverty
  • Subsistence marketplaces

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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