Customer Relationship Management (CRM) is a relatively new concept that has as its focus a customer centric business culture. More recently its focus has been on the need for the firm to tap into social community networks as a means of developing and managing relationships with customers. Whilst...

International marketers are faced with the challenge of understanding the decision making process that consumers at the base of the pyramid (BOP) go through when choosing which products to buy .The unique characteristics of the BOP pose distinct measurement challenges which researchers have to...

The purpose of the study is to investigate marketing to the Bottom of Pyramid (BOP) in Zimbabwe. This is a market which constitutes at least two-thirds of the world?s total population and is made up of consumers whose daily household income is less than US$2 per day. The thesis achieves its...

Networks traditionally have been studied in the context of areas such as industrial marketing in developed country markets and economics and sociology (focusing on livelihoods) in developing countries. There has been limited research on their influence on the decision making process of consumers...