Bücher der Reihe Marketing in Emerging Markets

Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies-namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas.

BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars.