Rural marketing : challenges and opportunities

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Rural marketing : challenges and opportunities

Dinesh Kumar, Punam Gupta

SAGE, 2017

  • : pbk

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"SAGE TEXTS" -- cover

Includes bibliographical references and index

Description and Table of Contents

Description

With 700 million prospective consumers including about 40 per cent of the country middle-income group, the sheer size of India rural market itself speaks of its huge This new textbook discusses how the application of traditional marketing theories transforms when the 'fourth sector', or the emergence of social business, comes into play. Drawing from latest research, Rural Marketing: Challenges and Opportunities closely analyses two crucial components of the rural market-marketing to rural areas and empowering the 'bottom-of-pyramid' (BoP) markets to create successful business ventures. Written as per the prescribed curriculum of rural management and rural marketing courses offered by the major universities in India, this book goes beyond discussing just the strategies to sell products to village economies. Infused with numerous real-life case studies of companies that have ventured into the field, this book will prove to be an extremely useful resource in understanding the uniqueness, dynamics and challenges of marketing in rural areas. Key Features: * Rich pedagogy including opening and closing case studies, mini case studies, engaging chapter-end exercises and project assignments * Inclusion of references to recent research data, important journal articles and videos for classroom teaching * Comprehensive overview of the future of rural marketing through BoP approach, social enterprises and use of big data

Table of Contents

Foreword by Payson E. Johnston Preface Acknowledgements Part I The Rural Market Introduction to Rural Marketing The Rural Market The Rural Consumer Part II Strategies for Rural Marketing Rural Marketing Strategy Marketing Approach and Rural Research Distribution Channels for Rural Areas Pricing and Marketing Communication in Rural Markets Part III Marketing for Rural Areas Agribusiness Marketing of Agricultural Produce Internet and Communication Technology in Rural Marketing Management of Sales Force in Rural Marketing Future of Rural Marketing Index

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