Magic numbers for understanding a market -- Magic numbers for understanding your company -- Magic numbers for understanding customers -- Magic numbers for understanding marketing -- Supplement : using the magic numbers in a marketing plan

The bottom of the pyramid (BoP) approach popularised by Prahalad and Hart (2002), calls for the engagement of business with the bottom segment of the global income pyramid, and has attracted considerable attention and debate. The BoP lens is applied chiefly to communities experiencing ?extreme...