86% Solution How to Succeed in the Biggest Market Opportunity of the 21st Century

ISBN-10: 0132485060
ISBN-13: 9780132485067
Edition: 2006
List price: $32.99 Buy it from $18.89
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Book details

List price: $32.99
Copyright year: 2006
Publisher: Wharton School Publishing
Publication date: 9/14/2005
Binding: Paperback
Pages: 256
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.012
Language: English

The 86 Percent SolutionHow to Succeed in the Biggest Market Opportunity of the Next 50 YearsAbout the Authors Vijay Mahajan, former dean of the Indian School of Business, holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, University of Texas at Austin. He has received numerous lifetime achievement awards including the American Marketing Association (AMA) Charles Coolidge Parlin Award for visionary leadership in scientific marketing. The AMA also instituted the Vijay Mahajan Award in 2000 for career contributions to marketing strategy. Mahajan is author or editor of nine books. He is one of the world's most widely cited researchers in business and economics. He edited theJournal of Marketing Research, and has consulted with Fortune 500 companies and delivered executive development programs worldwide. Kamini Bangais an independent marketing consultant and managing director of Dimensions Consultancy Pvt. Ltd. Her clients have included Cadbury, Philips, Johnson & Johnson, Coca-Cola, and many others. She has traveled extensively in Asia and Southeast Asia, conducting training programs on market research and consumer behavior. During a three-year stint in London, she worked with the Harris Research Center as a consultant on ethnic issues for companies including British Airways and the BBC. Banga writes and edits business articles forEconomic Times,The Smart Manager,Business Today, and other leading Indian business publications, and is a non-executive director on several company boards. She is a graduate of the Indian Institute of Management, the premier institute for MBA education in India. A former resident of Mumbai, India, she now lives in London. copy; Copyright Pearson Education. All rights reserved.

About the Authors.
Seeing Geeti.
Preface: Do You Want to Be in This Market? Can You Afford Not to Be?
Acknowledgments.
The Lands of Opportunity .
The 86 Percent Opportunity
Opportunities at Many Levels
Characteristics of Emerging Markets and Opportunities They Create
Finding Solutions
The 86 Percent Solution
Notes
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
Aim for the Ricochet Economy.
The Ricochet Economy
Taking Aim
More Bounce
The 86 Percent Solution
Notes
Connect Brands to the Market.
Market-Stall Economies
Brand Consciousness
Strategies for Harnessing Local Brands
Brands on the Run
The 86 Percent Solution
Notes
Think Young.
A Fountain of Youth
Strategies for the Youth Market
Youth Leads to Growth
The 86 Percent Solution
Notes
Grow Big by Thinking Small.
Inverted Pricing
Small Homes
Strategies for Thinking Small
Small Wonders
The 86 Percent Solution
Notes
Bring Your Own Infrastructure.
A Tale of Two Markets
Regulatory and Financial Infrastructure
Finding Opportunities in Infrastructure
Overlapping Infrastructures
The 86 Percent Solution
Notes
Look for the Leapfrog.
Leapfrog Strategies
Beyond Appropriate Technology
The 86 Percent Solution
Take the Market to the People.
Complex Distribution
Strategies for Taking the Market to the People
Seeing Opportunities That Are Off the Grid
The 86 Percent Solution
Develop with the Market.
Strategies for Developing with the Market
Four Paths
Evolving Opportunities
The 86 Percent Solution
Notes
Conclusion: An Opportunity Not to Be Missed.
Complex Tapestry.
Convergence of Civilizations
Realizing the Gains
Population Equals Profits
Notes
Index.

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