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Book Cover
Author Velayudhan, Sanal Kumar, 1955-

Title Rural marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan
Edition Second edition
Published Los Angeles [Calif.] : Response Books, [2007]
Online access available from:
EBSCO eBook Academic Collection    View Resource Record  


Description 1 online resource (249 pages) : illustrations
Contents 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 -- Operationalizing 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
Summary 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 deta
Bibliography Includes bibliographical references (pages 242-249)
Notes Print version record
Subject Consumer behavior -- India.
Marketing -- India.
India -- Rural conditions.
Form Electronic book
ISBN 8178299755 (electronic bk.)
9788178299754 (electronic bk.)
(hard back)
(hard back)