4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan

Wan Mohd Nazdrol Wan Mohd Nasir, and An Nur Nabila Ismail, (2015) 4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan. In: The Proceedings of The 4th International Seminar on Entrepreneurship and Business (ISEB 2015). Faculty of Entrepreneurship and Business,UMK, pp. 454-461. ISBN 9789670955032

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Abstract

This is a conceptual paper to observe the alternative marketing strategy on the bottom of pyramid (BOP) population particularly at Gua Musang, Kelantan. In general, marketing strategy is associated with 4P’s; product, place, price and promotion. These elements are vital in almost any business. On the other hand, for the bottom of pyramid cases, the researcher attempts to adopt 4A’s such as affordability, awareness, access and availability instead of 4P’s. This study will be held at Gua Musang Kelantan because there are many bottom of pyramid population who stay at Gua Musang, Kelantan.

Item Type: Book Section
ISBN: 9789670955032
Keywords: Marketing Strategy - 4A’s - Aboriginal People - Gua Musang Kelantan.
Faculty: Faculty of Entrepreneurship and Business
Deposited By: En. Pahmi Abdullah
Date Deposited: 31 Dec 2015 05:27
Last Modified: 31 Dec 2015 05:28
URI: http://umkeprints.umk.edu.my/id/eprint/5014

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