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)
