Strategies for the base of the pyramid: Lessons from social marketing
The Total market Approach (TMA) has evolved out of more than 30 years of experience conducting social marketing programs in developing countries among people now described as the BOP market. The approach has much in common with the current BOP market analysis activities, and the market-based approach to poverty reduction.
Lefebvre, R. (2008). Strategies for the base of the pyramid: Lessons from social marketing. Effective Executive, Nov(11), 74-79.