Full Description
With 700 million prospective consumers including about 40 per cent of the country middle-income group, the sheer size of India rural market itself speaks of its huge
This new textbook discusses how the application of traditional marketing theories transforms when the 'fourth sector', or the emergence of social business, comes into play. Drawing from latest research, Rural Marketing: Challenges and Opportunities closely analyses two crucial components of the rural market—marketing to rural areas and empowering the 'bottom-of-pyramid' (BoP) markets to create successful business ventures. Written as per the prescribed curriculum of rural management and rural marketing courses offered by the major universities in India, this book goes beyond discussing just the strategies to sell products to village economies. Infused with numerous real-life case studies of companies that have ventured into the field, this book will prove to be an extremely useful resource in understanding the uniqueness, dynamics and challenges of marketing in rural areas.
Key Features:
· Rich pedagogy including opening and closing case studies, mini case studies, engaging chapter-end exercises and project assignments
· Inclusion of references to recent research data, important journal articles and videos for classroom teaching · Comprehensive overview of the future of rural marketing through BoP approach, social enterprises and use of big data
Contents
Foreword by Payson E. Johnston
Preface
Acknowledgements
Part I The Rural Market
Introduction to Rural Marketing
The Rural Market
The Rural Consumer
Part II Strategies for Rural Marketing
Rural Marketing Strategy
Marketing Approach and Rural Research
Distribution Channels for Rural Areas
Pricing and Marketing Communication in Rural Markets
Part III Marketing for Rural Areas
Agribusiness
Marketing of Agricultural Produce
Internet and Communication Technology in Rural Marketing
Management of Sales Force in Rural Marketing
Future of Rural Marketing
Index
