Share
Rural Marketing
Targeting the Non-urban Consumer
Second Edition
- Sanal Kumar Velayudhan - Indian Institute of Management, Kozhikode, India
Other Titles in:
Marketing
Marketing
October 2007 | 252 pages | SAGE Response
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 detailed profile of the rural market.
- The opportunities available in rural markets and new methods used to access the rural consumer.
- Strategic decisions for new product development.
- Promotion, distribution, communication, and channel servicing decisions.
- the importance of rural market institutions such as haats and melas.
- Emerging channels to access rural market.
A guide to strategic marketing and management decisions, this book will be of interest to students of marketing and management as well as professionals in the field.
The book contains comprehensive insights into:
- The nature and patterns of rural behaviour.
- A detailed profile of the rural market.
- The opportunities available in rural markets and new methods used to access the rural consumer.
- Strategic decisions for new product development.
- Promotion, distribution, communication, and channel servicing decisions.
- the importance of rural market institutions such as haats and melas.
- Emerging channels to access rural market.
A guide to strategic marketing and management decisions, this book will be of interest to students of marketing and management as well as professionals in the field.
Preface
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
Operationalising 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
Appendix: Reference for Cases on Rural Marketing
Bibliography
The book shows the capability of using a reader friendly style of communication and construction of argument. It presents an able combination of theoretical and practical insights which are useful for understanding the complexity of rural marketing. It is an important addition to the existing literature on rural marketing.
Compulsory read for every maketer who aspires to target the non-urban consumer.