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.

This comprehensive guide explains how to manage not just the business cycle and industry cycles but also today's unprecedented level of macroeconomic turbulence. Navarro shows how to align every facet of business strategy, tactics, and operations to reflect changing business conditions and not get run over.

Dynamic, rapid, and radical changes are transforming the communication professions, provoking major implications for ethics. Traditional boundaries blur as media converge; relentless competitive pressures cause some forms of communication to atrophy and permit others to explode; and technological advances occur daily. In this volume, a new generation of scholars take a fresh look at the manner in which ethical issues manifest themselves in their areas of research and suggest new agendas for future research. This book addresses a wide range of questions from a variety of communication professions. Contributors tackle such issues as how to define a journalist in an era when anyone can disseminate information to a global audience; how to use "advergames," crowdsourcing, and facial recognition technology in advertising responsibly; and how to respond ethically in situations of public crisis communication, among many others. This volume will be critical reading for scholars and professionals in media, communication, and digital arts, as well as philosophy, government, public policy, business, and law.

Mature businesses across all advanced countries are struggling to find new markets. Indian market has been estimated huge in size, approximately $1.2 trillion in purchasing power parity for the households earning an annual income of less than $4,000. This comes to almost 880 million of Indian population of which 22 percent is urban India and 78 percent rural India. Referred to as bottom of the pyramid/low income/subsistence markets, while these markets offer immense business opportunities they also pose challenges. The needs of this segment have to be addressed by the corporate world but it might need a new approach with new business frameworks for implementation. The companies must understand what constitutes value for this segment, how it is different from other segments and how firms can offer value through their market offerings; accordingly what could be the successful business models. Decoding Customer Value at the Bottom of the Pyramid: An Urban India Perspective answers these questions through a practical, rigorous and research oriented way. This book is a must read for business executives across the globe with an interest in the low income customers in India.