Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth.
全世界最富有的14%已開發國家人口市場已經飽和，未來五十年最大的商機是那另外86%開發中國家的人民。然而，這個金磚市場太大、變異太快，要搶進這個新興市場，必須有一切從零開始的打算，並且有一套與成熟市場截然不同的交戰守則。「86%市場學」顛覆以往的經濟思維、訂定「見怪不怪、反應快」的全新遊戲規則，和你一起前進充滿契機的金磚市場。
本書中譯本《86%市場學：前進金磚市場的九大法則》由台灣培生教育出版。
