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Rise of Rural Consumers in Developing Countries

Harvesting 3 Billion Aspirations

Vijay Mahajan - John P. Harbin Centennial Chair in Business, McCombs School of Business, University of Texas, Austin.

This is the first comprehensive book highlighting the expanding consumer power of rural markets in developing countries. It takes a close look at one of the key stories in emerging markets: the untapped potential of the world’s 3.4 billion rural consumers -- 90 percent of whom live in Asia and Africa. Read More