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Rural Marketing

Rural Marketing
Targeting the Non-urban Consumer

Second Edition

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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.
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

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.

The Journal of Entrepreneurship

Compulsory read for every maketer who aspires to target the non-urban consumer.

Business Line

Sanal Kumar Velayudhan

Sanal Kumar Velayudhan is Professor in the Area of Marketing, at the Indian Institute of Management, Kozhikode. He is also Fellow, Indian Institute of Management, Ahmedabad. He began his career in 1977 as faculty member in the Department of Business Management at Osmania University, Hyderabad. He then had a stint in marketing, and as a senior executive in a bank. He was Associate Professor at Xavier Labour Relations Institute (XLRI), Jamshedpur, from 1991 to 1997; worked at the Centre for Management Development, Thiruvananthapuram from 1977–1998; and was professor and Area Chairman, Marketing at the Administrative Staff College of India... More About Author

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ISBN: 9780761935889