In recent years, marketing education has broadened to poor people in developing and emerging countries. In this article, the authors use four empirical studies that apply well-established training design procedures to design a marketing training program for Ethiopian pastoralists. Because pastoralists operate in extremely remote, traditional, and sparsely populated regions of developing and emerging markets, the training complements trainings for the poor applied in urban areas of these countries. As such, the article provides implications for training program designers on how they can adapt the training program procedures to other contexts, thereby making marketing ideas accessible to a large and important new target group for marketing education.
- customer value
- developing and emerging markets
- marketing training