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Agricultural research has so far concentrated on the supply side. But while a number of research institutes contribute to the science of agricultural production, what happens to the output thereafter has been neglected. Yet, rural marketing is an extremely important area which can benefit from marketing theory and practice to reduce waste and increase efficiency of distribution of farm produce.
Marketers since the first decade of the liberalization of the Indian economy have realized the importance of rural markets for growth. This renewed interest on rural markets has led to a number of books on the subject. Most of them create an impression that rural consumers are waiting for the marketers to arrive and to sell them goods. Whereas, the fact is that these markets need to be carefully nurtured before they yield any success.