We present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We derive this approach from the research stream on radically different contexts of subsistence marketplaces. Research on subsistence marketplaces has typically explored micro-level phenomena but also traversed upward and explained aggregate phenomena at higher levels. We present a conceptual framework to encapsulate general and granular elements of the bottom-up marketing approach. Study 1 demonstrates general elements of the framework through a retrospective examination of the global diffusion of a marketplace literacy program. Study 2 demonstrates the more granular elements of the framework through a qualitative analysis of five case studies of social enterprise start-ups. Though presenting a complementary counter-perspective to conventional thinking, we embed the process of interweaving the bottom-up with the macro level to present an actionable approach. We conclude with insights for marketing research and practice.

我们提出了一种自下而上的营销方法，作为解决营销学科贫困和不平等这一巨大挑战的途径。我们从对截然不同的生存市场背景的研究中得出了这种方法。对生存市场的研究通常探索微观层面的现象，但也会向上遍历并解释更高层面的总体现象。我们提出了一个概念框架来封装自下而上营销方法的一般和细化元素。研究 1 通过对市场扫盲计划的全球传播进行回顾性审查，展示了该框架的一般要素。研究 2 通过对社会企业初创企业的五个案例研究进行定性分析，展示了该框架的更细化要素。尽管提出了与传统思维相反的补充观点，但我们嵌入了自下而上与宏观层面交织的过程，以提出一种可行的方法。最后我们总结了对营销研究和实践的见解。