Rural marketing in India : strategies and challenges
著者
書誌事項
Rural marketing in India : strategies and challenges
New Century Publications, 2006
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注記
Includes bibliographical references (p. [183]-198) and index
内容説明・目次
内容説明
Over the years, marketers and researchers have realised that urban markets in India are fast reaching saturation levels and consequently rural markets in India have a huge untapped potential. The book presents specific reasons for growing importance of rural markets and defines some key relevant concepts. Moreover, the geo-demographic, economic and cultural environment along with the status of rural infrastructure has also been discussed in detail. It also describes various aspects related to product and pricing and examines various decisions that the companies would have to make with regard to these two elements of the rural marketing-mix. The book holds various strategic and managerial implications for marketers and researchers engaged/interested in India's vast rural market.
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