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VIJAY MAHAJAN former dean of the Indian School of Business, holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, Universitof cTexas at Austin. He has received numerous li fetime achievement awards, including the American Markcting Association (AMA) Charles Coolidgc Parlin Award for visionary
leadership in scientific marketing. The AMA also instituted the Vijay Mahajan Award in 2000 tbr career contributions to markcting strategy.

内容简介

Most global businesses focus on selling to the wealthiest fourteen percent of the world's population: the developed world. But these markets are oversaturated, overcompetitive, and aging. The 86 Percent Solution shows how to unleash new growth and profitability by serving everyone else.
Drawing on dozens of examples from emerging markets worldwide, the authors offer actionable strategies and tactics for product design, pricing, packaging, distribution, advertising, and much more. You'll discover the radically different "rules of engagement" that make emerging markets tick, and how some companies are already driving billions of dollars in sales there.
Along the way, you'll learn how to handle lack of infrastructure and media, low literacy levels, and "unconventional" consumer behavior. With the right solutions, these challenges present opportunities.
The potential of emerging markets is staggering. You can transform that potential into profit.

目　　录

About the Authors
Seeing Geeti
Preface: Do You Want to Be in This
Market? Can You Afford Not to Be?
Acknowledgments
Chapter 1 The Lands of Opportunity
The 86 Percent Opportunity
Opportunities at Many Levels
Characteristics of Emerging Markets and the Opportunities They Create
Finding Solutions
The 86 Percent Solution
Notes
Chapter 2 Don't Build a Car When You Need a
Bullock Cart

About the Authors Seeing Geeti Preface: Do You Want to Be in This Market? Can You Afford Not to Be? Acknowledgments Chapter 1 The Lands of Opportunity The 86 Percent Opportunity Opportunities at Many Levels Characteristics of Emerging Markets and the Opportunities They Create Finding Solutions The 86 Percent Solution Notes Chapter 2 Don't Build a Car When You Need a Bullock Cart Designing for Six-Yard Saris Back to Basics Riding the Bullock Cart The 86 Percent Solution Notes Chapter 3 Aim for the Ricochet Economy The Ricochet Economy Taking Aim More Bounce The 86 Percent Solution Notes Chapter 4 Connect Brands to the Market Market-Stall Economies Brand Consciousness Strategies for Harnessing Local Brands Brands on the Run The 86 Percent Solution Notes Chapter 5 Think Young A Fountain of Youth Strategies for the Youth Market Youth Leads to Growth The 86 Percent Solution Notes Chapter 6 Grow Big by Thinking Small Inverted Pricing Small Homes Strategies for Thinking Small Small Wonders The 86 Percent Solution Notes Chapter 7 Bring Your Own Infrastructure A Tale of Two Markets Regulatory and Financial Infrastructure Finding Opportunities in Infrastructure Overlapping Infrastructures The 86 Percent Solution Notes Chapter 8 Look for the Leapfrog Leapfrog Strategies Beyond Appropriate Technology The 86 Percent Solution Chapter 9 Take the Market to the People CHapter 10 Develop with the Market Index

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