Rural marketing : challenges and opportunities
著者
書誌事項
Rural marketing : challenges and opportunities
SAGE, 2017
- : pbk
大学図書館所蔵 全1件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
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  アメリカ
注記
"SAGE TEXTS" -- cover
Includes bibliographical references and index
内容説明・目次
内容説明
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
目次
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
「Nielsen BookData」 より