ABSTRACT
A comprehensive review of the marketing literature reveals three general limitations to the study of poverty. First, the study of poverty among academics has been developed outside of the marketing discipline in other social sciences such as economics, sociology, anthropology, urbanism and political science. Second, the level of analysis over the past decades has created monolithic blocks such as the “bottom of the pyramid” which overlook the varying needs, behaviours and resources that exist within the distinct categories of consumers. Finally, in the development of marketing strategy and planning, the poor are either overlooked, “hidden”, forgotten or underserved in the market. This lack of know ledge and perspective creates challenges for marketers in developing a marketing perspective to serve them accordingly. This chapter provides a new vocabulary for a common foundation in discussing and analysing poverty from a marketing perspective. These concepts will allow the development of a perspective on teaching and practice for addressing poverty in marketing.
