Marketing tactics at the bottom of the pyramid - between good and evil

This is a conceptual paper that highlighted on the BOP proposition that has been criticized to be exploitative and unethical in nature, especially because the poor are perceived as being vulnerable to marketplace practices. We categorise marketing tactics into two, good and evil. A good marketing tactic not only will help the poor but also help the business themselves while we cannot avoid the evil marketing tactic that is also a nature of the business. Hence, the paper discusses on the good and evil of the marketing tactics.