Description
Sage Rural Marketing Challenges and Opportunities 2019 Edition by Dinesh Kumar, Punam Gupta
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 hugeThis 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 Table of contents : - Foreword by Payson E. JohnstonPrefaceAcknowledgementsPart I The Rural MarketIntroduction to Rural MarketingThe Rural MarketThe Rural ConsumerPart II Strategies for Rural MarketingRural Marketing StrategyMarketing Approach and Rural ResearchDistribution Channels for Rural AreasPricing and Marketing Communication in Rural MarketsPart III Marketing for Rural AreasAgribusinessMarketing of Agricultural ProduceInternet and Communication Technology in Rural MarketingManagement of Sales Force in Rural MarketingFuture of Rural MarketingIndex