The 86 Percent Solution

How to Succeed in the Biggest Market Opportunity of the Next 50 Years

by Vijay Mahajan and Kamini Banga

Wharton School Publishing, 2005

ISBN: 9780131489073
Pages: 256

Category: Sales & Marketing

In this summary you will learn

• Why the undeveloped world presents investment opportunities
• How to shape your strategy and marketing to take advantage of these opportunities

Why you should read The 86 Percent Solution

This intelligent guide to doing business in emerging markets offers solid, practical tips on market characteristics, strategies, branding, packaging and other down-to-earth subjects. Vijay Mahajan and Kamini Banga opt for a long-range take on prospects in the developing world. The book’s handy organization and encouraging words on harnessing emerging markets’ potential make it a fine read. getAbstract finds that it presents a well thought-out approach to selling to the developing world, based on useful and rational advice.

About the Authors

Vijay Mahajan, former dean of the Indian School of Business, holds the John P. Harbin Centennial chair in business at the McCombs School of Business at the University of Texas in Austin. Kamini Banga is an independent marketing consultant and managing director of a consulting company.

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