We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

Envisioning Marketing Advances in an Era of Disruptions: A Bottom-up Perspective from Subsistence Marketplaces
Envisioning marketing advances in an era of disruptions: A bottom-up perspective from subsistence marketplaces
Madhubalan Viswanathan
Abstract

Our journey into subsistence marketplaces employed a bottom-up approach to create unique synergies between research, education and community outreach. These radically different contexts with deprivation on multiple fronts blur traditional boundaries, such as between products and betterment of life circumstances, customers and entrepreneurs, and doing well and doing good. We use our learning to envision advances in marketing in an era of disruptions characterized by a confluence of uncertainties and unfamiliarities. We argue for the centrality of marketing as a focal discipline with grounding in customers and marketplaces, and the need for ...

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