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Marketing’S Lost Frontier: The Poor, Ravi Achrol, Philip Kotler

Markets, Globalization & Development Review

The problems of persistent poverty have occupied the minds, money and agencies of the world for a very long time. It is the subject of a large literature in economics and sociology, and the literature has evolved through a variety of theoretical paradigms. Despite numerous initiatives the impact on alleviating poverty is marginal. Recently the poverty conundrum has attracted the attention of schools of business and global corporations. In this paper we critically review the major changes in the conventional approaches to development. Then we review three models based on the thought traditions of business schools that offer a new …