Higher Ed. and Vocational >> Business & Management >> Management >> Management


Rural Marketing

Rural Marketing

Author(s):
  • Pradeep Kashyap
  • Author: Pradeep Kashyap
    • ISBN:9789356063150
    • 10 Digit ISBN:935606315X
    • Price:Rs. 835.00
    • Pages:364
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    The unimaginable transformation of rural India in the last decade prompted me to revise the book, with the view to making it more relevant to today's rural marketing needs and challenges. In the first edition, the approach was to compare rural markets with urban ones, the second edition focussed on capturing the 'changing rural India' and the third edition focused on the huge opportunity presented by the rural markets. The theme of the current edition is how technology and digital inclusion is changing the rural consumer behavior and presenting a new opportunity for marketers. The valuable feedback received from academia and industry has also helped in shaping this edition.

    Table of Content

    Chapter 1 The Call of Rural India

    Chapter 2 Rural Consumer Behaviour

    Chapter 3 Rural Marketing Research

    Chapter 4 Segmenting and Targeting Rural Markets

    Chapter 5 Product Strategy

    Chapter 6 Distribution in Rural Markets

    Chapter 7 Communication Strategies for Rural Markets

    Chapter 8 Rural Services Marketing

    Chapter 9 Marketing in Small Towns

    Chapter 10 Role of Government in Rural India

    Chapter 11 New Business Models @ Rural

    Chapter 12 Rural Markets: Global Insights

    Chapter 13 The Future of Rural Marketing

    Salient Features

    1. The flavor of technology and digital inclusion has been added in each chapter.

    2. A new chapter on ';New Business Models' has been added.