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Hlavní téma
Spodní část pyramidy: Nový přístup k marketingové strategii
Hlavní téma v angličtině
Bottom of the Pyramid: A Novel Approach of Marketing Strategy
Název dle studenta
Spodní část pyramidy: Nový přístup k marketingové strategii
Define Bottom of the Pyramid (BOP) market and its application Study the BOP marketing strategies with the help of practical examples from the successful companies
Analyse the usage of BOP in enhancing the standard of living and regional development in developing countries
Conclusion and recommendation with the pros and cons of this strategy
Zásady pro vypracování
Define Bottom of the Pyramid (BOP) market and its application Study the BOP marketing strategies with the help of practical examples from the successful companies
Analyse the usage of BOP in enhancing the standard of living and regional development in developing countries
Conclusion and recommendation with the pros and cons of this strategy
Seznam doporučené literatury
Tulder, V.R.(2008), Three Challenges to the Bottom of The Bottom of The Pyramid From making sense, to making more sense, RSM Erasmus University International Business-Society
Management.Website: http://www.ib-sm.org/Challenge13ThreeChallengestotheBOP.pdf
Prahalad, C.K. (2006) The Fortune at the Bottom of the Pyramid. Eradicating Poverty through Profits, Wharton School Publishing
Jaiswal, A. K., ‘‘Strengthen the ‘bottom of the pyramid‘‘ Business Daily from The Hindu group of publications Wednesday, Dec 19, 2007
Mallik, P.K., (2006) ‘‘Marketing Strategy: Market-driven Organizations: Issues and Challenges‘‘, Marketing Mastermind - Marketing Magazines, The Icfai University Press
Estrategia Universia Knowledge (2008), Increasing Competitiveness While Innovating at the Base of the Pyramid. Website: http://wharton.universia.net/index.cfm
Seznam doporučené literatury
Tulder, V.R.(2008), Three Challenges to the Bottom of The Bottom of The Pyramid From making sense, to making more sense, RSM Erasmus University International Business-Society
Management.Website: http://www.ib-sm.org/Challenge13ThreeChallengestotheBOP.pdf
Prahalad, C.K. (2006) The Fortune at the Bottom of the Pyramid. Eradicating Poverty through Profits, Wharton School Publishing
Jaiswal, A. K., ‘‘Strengthen the ‘bottom of the pyramid‘‘ Business Daily from The Hindu group of publications Wednesday, Dec 19, 2007
Mallik, P.K., (2006) ‘‘Marketing Strategy: Market-driven Organizations: Issues and Challenges‘‘, Marketing Mastermind - Marketing Magazines, The Icfai University Press
Estrategia Universia Knowledge (2008), Increasing Competitiveness While Innovating at the Base of the Pyramid. Website: http://wharton.universia.net/index.cfm