Sustainability marketing for the poorest of the poor

Abstract

Recent work is reconceptualizing global poverty as an attractive growth opportunity for firms, that can simultaneously alleviate the problem of poverty. This notion has major implications for the sustainability of global society in general, and for the concepts and practice of marketing in particular. It is the purpose of this paper to explore, and bring attention to, these important implications, and to offer conceptual and practical suggestions for a sustainability marketing for the poor. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.