Indian Journal of Marketing

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Rural Marketing: Text and Cases


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1 Associate Dean, Mangalmay Institute of Management Studies (MIMS), Plot No.: 8 & 9, Knowledge Park-2, Greater Noida-201310, India
     

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The book provides specific reasons for the growing importance of rural markets and defines some key relevant concepts. It focuses on all the important components of rural marketing such as opportunities in rural marketing, understanding the rural economy, consumer behavior, selecting and attracting markets, understanding on strategic approach on marketing-mix 4P's, marketing of consumer products, agri-products, rural industry products and social marketing in rural society. The book holds various strategic and managerial implications for marketers, and researchers engaged/interested in India's vast rural market. The book is divided into six parts, which encompasses eighteen chapters to elaborate all such details.

Book: Rural Marketing: Text and Cases
Author(s): C.S.G. Krishnamacharyulu & Lalitha Ramakrishnan
Publisher: Pearson Education
Edition: Second ISBN: 978-81-317-3263-2
Price: INR 399.00
Pages: 608 pages
Binding: Paperback


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  • Rural Marketing: Text and Cases

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Authors

Sandeep Agarwal
Associate Dean, Mangalmay Institute of Management Studies (MIMS), Plot No.: 8 & 9, Knowledge Park-2, Greater Noida-201310, India

Abstract


The book provides specific reasons for the growing importance of rural markets and defines some key relevant concepts. It focuses on all the important components of rural marketing such as opportunities in rural marketing, understanding the rural economy, consumer behavior, selecting and attracting markets, understanding on strategic approach on marketing-mix 4P's, marketing of consumer products, agri-products, rural industry products and social marketing in rural society. The book holds various strategic and managerial implications for marketers, and researchers engaged/interested in India's vast rural market. The book is divided into six parts, which encompasses eighteen chapters to elaborate all such details.

Book: Rural Marketing: Text and Cases
Author(s): C.S.G. Krishnamacharyulu & Lalitha Ramakrishnan
Publisher: Pearson Education
Edition: Second ISBN: 978-81-317-3263-2
Price: INR 399.00
Pages: 608 pages
Binding: Paperback