Rural marketing : challenges and opportunities
Author(s)
Bibliographic Information
Rural marketing : challenges and opportunities
SAGE, 2017
- : pbk
Available at 1 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
"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
by "Nielsen BookData"