One promise of entrepreneurship at the Base of the Pyramid (BoP) is its contribution to alleviate poverty. This study focuses on marketing concepts underlying recent publications at the intersection of entrepreneurship and BoP. Our content analysis considers prominent marketing concepts (4p’s, service-dominant logic, and commitment-trust) and reflects their relevance in research challenging the entrepreneurial activities at the BoP. The classical marketing mix is as often adapted as modern facets of the service-dominant logic. Market access as well as designing and maintaining customer interactions are challenging. Contrasting the previous state of research, we conclude a need for marketing support in opportunity creation rather than the traditional emphasis on recognition and exploitation on the firm level. The diversity of BoP contexts and the dynamics of environmental conditions call for robust relationship mechanisms of relating the entrepreneurs to their business networks.