List of Figures. List of Tables. List of Contributors. Introduction 1. Bottom-Up Immersion and Emersion: What Marketing Can Be in Subsistence Marketplaces 2. 'In pursuit of Happiness', A study on marginalized consumers: Implications for Marketing 3. Democratizing the Access to Formal Markets: Challenges for Informal Sellers 4. Environmental Consciousness and Sustainability for Urban BoP Consumers in India 5. Why Do Livelihood Programs Fail? The Importance of Market Linkages and Market Orientation 6. Micro-entrepreneurship as a Bottom-up approach for poverty eradication and sustainable development: An understanding of Marketing Exchange System to the Poor 7. Influence of mobile technology adoption and usage on lives of the poor in emerging markets. Index.