We appreciate Professor Aneel Karnani’s contributions to the marketing dialog on poverty and our article “Marketing’s Lost Frontier: The Poor” (Achrol and Kotler 2016). We do not necessarily disagree with some of his criticisms but rather see them as an opportunity for expanding the discussion of marketing’s role in reducing world poverty. In this response, we revisit and elaborate on Social Marketing for the bottom-of-the-pyramid (BOP) and Distributed Production-Consumption view presented in the original article. These new marketing models – focused on distributing economic opportunity, income and standards of life to local communities – can substantially displace the giant centralized manufacturing systems and urban based services economy, and usher in a new era of diminished poverty and industrial renewal.
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Achrol, Ravi S. and Kotler, Philip
"Extending the Marketing Dialog on Poverty,"
Markets, Globalization & Development Review:
1, Article 6.
Anthropology Commons, Economics Commons, Marketing Commons, Other Business Commons, Sociology Commons
Ravi S. Achrol is Professor of Marketing Science, School of Business, George Washington University, where he also served as the Associate Dean for Research and Doctoral Studies. He was on the faculty of the University of Notre Dame, and also held the Kmart Corp. Endowed Chair in Marketing at West Virginia University. His research interests include distribution channels, marketing strategy, interorganizational relations and network organizations. Journals featuring his articles include Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of Retailing, Social Science Research, and Journal of Business Strategy.
Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He has published over 50 books in marketing including the 15th edition of Marketing Management, the world’s most read book with this title. He has received 22 honorary degrees. His latest two books are Confronting Democracy: Real Solutions for a Troubled Economic System (AMACOM 2015) and Democracy in Decline: Rebuilding its Future (Sage 2016). He has keynoted at early, foundation-laying ISMD conferences in Istanbul, Budapest and New Delhi.