Marketing for Pro-Poor Development: Deriving Opportunities for Development from the Marketing Literature
AbstractThis paper focuses on the role of marketing in pro-poor development, with a specific focus on (primary) producers of high-value products in developing countries. Marketing is an interdisciplinary field of research that, according to the authors, can make a significant contribution to pro-poor development research. Its core concepts and approaches (such as market orientation, customer value, customer satisfaction, relationship marketing, co-creation of value, marketing ethics, and institutional embeddedness) provide insights that may help advance the field of development research. The theoretical discussion is illustrated with some case examples from past and ongoing research on high-value products, including small-scale fishermen at Lake Victoria, master weavers in India and smallholder farmers of fruits and meat producing pastoralists in Africa.
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Bibliographic InfoArticle provided by Katholieke Universiteit Leuven, Faculteit Economie en Bedrijfswetenschappen in its journal Review of Business and Economics.
Volume (Year): LIV (2009)
Issue (Month): 3 ()
marketing; pro-poor development; high-value products; developing countries; case examples;
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- M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Social Responsibility
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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- O13 - Economic Development, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products
- O15 - Economic Development, Technological Change, and Growth - - Economic Development - - - Economic Development: Human Resources; Human Development; Income Distribution; Migration
- O18 - Economic Development, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
- Q12 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Micro Analysis of Farm Firms, Farm Households, and Farm Input Markets
- Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
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