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Rural Marketing: Targeting the Non-urban Consumer: Book by Sanal Kumar Velayudhan

Rural Marketing: Targeting the Non-urban Consumer

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ISBN: 9780761935889    Publisher: SAGE Publications Inc Year of publishing: 2007     Format:  Paperback No of Pages: 252        
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...Read more
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 more detail the concept of rural markets and rural marketing. It also contains numerous short cases throughout 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 products
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Review:
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...Read more
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
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