In the early 2000s, Prahalad and Hart presented the possibility of serving the poor profitably and alleviating poverty. They introduced the concept of BoP (Bottom/Base of the Pyramid). Recent scholarly work also justifies that BoP is a significant market, and it deserves attention from profit-oriented businesses. An analysis of the existing BoP literature in the marketing domain reveals that the literature is scattered without a classification of themes, which can help researchers to understand the breadth of the area and depth of coverage in each of them. Intending to bridge this gap, this study synthesizes research on marketing in the context of BoP. The review uses a structured literature review method and classifies the various marketing studies on the BoP into relevant themes. This analysis of 88 articles published from 2000 to 2021 (October) includes a thematic literature review. It presents a comprehensive view of marketing literature on BoP, classifying it into five main themes: Conceptualizing Poverty, Market Assessment, Marketing Strategy, Consumer Behavior, and Role of Technology. The study also identifies major thrust areas within each of these themes. It concludes by offering suggestions for further research on the identified thrust areas, geographical contexts, and methodologies adopted. The study also assimilates insightful theoretical and practical implications.

中文翻译：

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金字塔底部的营销：文献回顾和未来研究议程

在 2000 年代初期，Prahalad 和 Hart 提出了为穷人服务并减轻贫困的可能性。他们引入了 BoP（金字塔底部/底部）的概念。最近的学术工作也证明 BoP 是一个重要的市场，值得以利润为导向的企业关注。对营销领域现有的 BoP 文献的分析表明，文献分散，没有主题分类，这有助于研究人员了解每个领域的广度和覆盖深度。为了弥合这一差距，本研究综合了 BoP 背景下的营销研究。该评论使用结构化的文献评论方法，并将关于 BoP 的各种营销研究分类为相关主题。对 2000 年至 2021 年（10 月）发表的 88 篇文章的分析包括专题文献综述。它全面介绍了有关 BoP 的营销文献，将其分为五个主题：概念化贫困、市场评估、营销策略、消费者行为和技术的作用。该研究还确定了每个主题中的主要重点领域。最后，它为进一步研究确定的重点领域、地理环境和采用的方法提供了建议。该研究还吸收了深刻的理论和实践意义。该研究还确定了每个主题中的主要重点领域。最后，它为进一步研究确定的重点领域、地理环境和采用的方法提供了建议。该研究还吸收了深刻的理论和实践意义。该研究还确定了每个主题中的主要重点领域。最后，它为进一步研究确定的重点领域、地理环境和采用的方法提供了建议。该研究还吸收了深刻的理论和实践意义。