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Publication Detail
AIM 2005-02: Marketing to the Have-Less: A Viable Business Strategy

This paper begins by segmenting the world population on income levels. The authors challenge the assumption that the lower segment - the poor, the have-less, or the "bottom of the pyramid", is unattractive. They provide the following examples to prove their point: * Grameen Telecom's Village Phone Program in the rural areas of Bangladesh; * Citibank's Suvidha Account for all employees of small and medium enterprises (SMEs) in India in 1998; * Prepaid cards in cellular phone services in the Philippines.

PinoyME Foundation
Authors Keywords
Roces, Jose Jesus F.; Sebastian, Asuncion M.; income; Philippines; household expenditures/spending; marketing;
Download PDF Number of Downloads
Published in 2005 and available in the AIM or Downloaded 381 times since November 25, 2011
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