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

• 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/

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...