000			01293pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bGar
100			_aGarrette Bernard
245			_aChallenges in Marketing Socially Useful Goods to the Poor
250			_a4
260			_a _bSummer 2010 _c0
300			_a29-47 Pp.
490			_v52
520			_aIn this article, the authors look at companies that are unquestionably socially virtuous and that do business with people who are considered to be at the bottom of the economic pyramid to discover how they have developed profitable strategies in this complex marketing arena. The authors also look at three business initiatives that have not been commercial successes in dealing with the bottom of the pyramid, to derive conceptual lessons. The article notes that Procter & Gamble began an initiative in a bottom of the pyramid area hoping to develop a large-scale profitable market for socially useful goods for the poor.
650			_aMarket Based Solutions, Poverty, Rural Poor
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR11733.pdf
906			_a39191
999			_c31512 _d31512