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Rural Marketing
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Rural Marketing
Developing the Non-urban Consumer

Third Edition (Revised Edition)

Other Titles in:
Advertising & Promotion

June 2022 | SAGE Texts
This revised edition comprehensively covers the fundamental aspects of rural marketing with practical examples and cases.

This textbook retains the concept of rural markets and rural marketing and explores the emerging channels such as digitization and ecommerce in rural markets. It includes numerous short cases to illustrate how social and cultural aspects influence rural consumer behaviour. This third edition has five new chapters, and each existing chapter has undergone in-depth revision as per the new curriculum, to add the latest developments and weed out redundant information along with restructuring changes. 

A clear and compelling writing style, cutting-edge learning tools and completely revised chapters make this book an indispensable guide for students and professionals striving to make a career in rural marketing.

Key Features:

In-depth discussion on critical issues in rural markets such as socio-economic and the technological environment of rural markets
 
Comprehensive presentation of concepts—from researching rural markets to future of rural markets in the digital world

Rich pedagogical features to aid teaching–learning in the classroom—learning objectives, chapter-end summary, case studies, concept review questions, critical thinking questions and much more
 
Preface
 
Rural Marketing: Opportunities and Challenges
 
Environment and Profile of the Rural Market
 
Rural Consumer
 
Researching Rural Markets
 
SAGA of Rural Market Segmentation: Segmentation, Aggregation and Affordability
 
Positioning for Value
 
Product Strategy and Innovation to Create Value
 
Fragmentation and Intangibility of Rural Service: People and Technology Supported Process Create and Deliver Service
 
Pricing in Rural Markets: Affordability and Value Creation
 
Communication Strategy for Rural Markets
 
Influences Shaping Communication Strategy
 
Operationalising Communication Strategy
 
Distribution Strategy and Rural Shops
 
Traditional Rural Retail Institutions beyond the Village Shop
 
Access the Rural Consumer: Emerging Channels
 
Strategies for Rural Markets
 
Future of Rural Market in a Connected World
 
Index

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Paperback
ISBN: 9789354794056
£30.00