| Description |
1 online resource (256 pages) |
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text file |
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30.99 |
| Summary |
Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth. |
| Subject |
Export marketing -- Developing countries.
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International business enterprises -- Developing countries.
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International business enterprises |
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Export marketing |
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Developing countries |
| Indexed Term |
Export marketing Developing countries |
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International business enterprises Developing countries |
| Added Author |
Banga, Kamini, author.
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Gunther, Robert E., 1960- joint author.
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Banga, Kamini, joint author.
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Gunther, Robert, author.
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O'Reilly for Higher Education (Firm), distributor.
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Safari, an O'Reilly Media Company.
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| Other Form: |
Online version: Mahajan, Vijay. 86 percent solution. Upper Saddle River, N.J. : Wharton School Publishing, ©2006 (OCoLC)646878073 |
| ISBN |
9780131489073 |
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0131489070 |
| Standard No. |
0131489070 |
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