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4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan

This is a conceptual paper to observe the alternative marketing strategy on the bottom of pyramid (BOP) population particularly at Gua Musang, Kelantan. In general, marketing strategy is associated with 4P’s; product, place, price and promotion. These elements are vital in almost any b...

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Main Authors: Wan Mohd Nazdrol Wan Mohd Nasir, An Nur Nabila Ismail
Format: Book Section
Language:English
Published: Faculty of Entrepreneurship and Business,UMK 2015
Online Access:http://discol.umk.edu.my/id/eprint/8569/1/Conference%20Paper%2024%20%20ISEB%202015.pdf
http://discol.umk.edu.my/id/eprint/8569/
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spelling my.umk.eprints.85692022-05-23T14:33:47Z http://discol.umk.edu.my/id/eprint/8569/ 4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan Wan Mohd Nazdrol Wan Mohd Nasir An Nur Nabila Ismail This is a conceptual paper to observe the alternative marketing strategy on the bottom of pyramid (BOP) population particularly at Gua Musang, Kelantan. In general, marketing strategy is associated with 4P’s; product, place, price and promotion. These elements are vital in almost any business. On the other hand, for the bottom of pyramid cases, the researcher attempts to adopt 4A’s such as affordability, awareness, access and availability instead of 4P’s. This study will be held at Gua Musang Kelantan because there are many bottom of pyramid population who stay at Gua Musang, Kelantan. Faculty of Entrepreneurship and Business,UMK 2015 Book Section NonPeerReviewed text en http://discol.umk.edu.my/id/eprint/8569/1/Conference%20Paper%2024%20%20ISEB%202015.pdf Wan Mohd Nazdrol Wan Mohd Nasir and An Nur Nabila Ismail (2015) 4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan. In: The Proceedings of The 4th International Seminar on Entrepreneurship and Business (ISEB 2015). Faculty of Entrepreneurship and Business,UMK, pp. 454-461. ISBN 9789670955032
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
language English
description This is a conceptual paper to observe the alternative marketing strategy on the bottom of pyramid (BOP) population particularly at Gua Musang, Kelantan. In general, marketing strategy is associated with 4P’s; product, place, price and promotion. These elements are vital in almost any business. On the other hand, for the bottom of pyramid cases, the researcher attempts to adopt 4A’s such as affordability, awareness, access and availability instead of 4P’s. This study will be held at Gua Musang Kelantan because there are many bottom of pyramid population who stay at Gua Musang, Kelantan.
format Book Section
author Wan Mohd Nazdrol Wan Mohd Nasir
An Nur Nabila Ismail
spellingShingle Wan Mohd Nazdrol Wan Mohd Nasir
An Nur Nabila Ismail
4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan
author_facet Wan Mohd Nazdrol Wan Mohd Nasir
An Nur Nabila Ismail
author_sort Wan Mohd Nazdrol Wan Mohd Nasir
title 4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan
title_short 4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan
title_full 4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan
title_fullStr 4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan
title_full_unstemmed 4A'S marketing strategy and bottom of pyramid populations : the case of Gua Musang, Kelantan
title_sort 4a's marketing strategy and bottom of pyramid populations : the case of gua musang, kelantan
publisher Faculty of Entrepreneurship and Business,UMK
publishDate 2015
url http://discol.umk.edu.my/id/eprint/8569/1/Conference%20Paper%2024%20%20ISEB%202015.pdf
http://discol.umk.edu.my/id/eprint/8569/
_version_ 1763304002890498048
score 13.211869

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