You are here

Rural Marketing
Share

Rural Marketing
Targeting the Non-urban Consumer

Second Edition

Other Titles in:
Marketing (General)

December 2007 | 252 pages | SAGE Publications Pvt. Ltd
This highly practical and informative book provides unique insights into the essential features of rural markets in India as well as challenges posed by the rural consumer. Retaining the managerial perspective of the first edition, this second edition has been thoroughly revised and expanded, and examines in greater detail the concept of rural markets and rural marketing. It also contains numerous short cases to illustrate how social and cultural habits influence rural consumer behaviour.

The book contains comprehensive insights into:
- The nature and patterns of rural behaviour.
- A detailed profile of the rural market.
- The opportunities available in rural markets and new methods used to access the rural consumer.
- Strategic decisions for new product development.
- Promotion, distribution, communication, and channel servicing decisions.
- the importance of rural market institutions such as haats and melas.
- Emerging channels to access rural market.

A guide to strategic marketing and management decisions, this book will be of interest to students of marketing and management as well as professionals in the field.
 
Preface
 
Rural Marketing: Opportunities and Challenges
 
Profile of the Rural Market
 
Rural Consumer
 
Researching Rural Markets
 
Value Offering
 
Communicating in the Rural Market Landscape
 
Communication: Language and Culture
 
Operationalising Communication Strategy: Issues and Approaches in Media
 
Retailer as a Route to the Rural Market
 
Haats, Melas and Mobile Traders
 
Access the Rural Consumer: Emerging Channels
 
A Competitive Strategy for Rural Markets
 
Appendix: Reference for Cases on Rural Marketing
 
Bibliography

The book shows the capability of using a reader friendly style of communication and construction of argument. It presents an able combination of theoretical and practical insights which are useful for understanding the complexity of rural marketing. It is an important addition to the existing literature on rural marketing.

The Journal of Entrepreneurship

Compulsory read for every maketer who aspires to target the non-urban consumer.

Business Line

Preview this book

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.

Select a Purchasing Option

ISBN: 9780761935889
£19.99