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Rural Marketing - Environment, Problems and Strategies, 3/e

Rural Marketing - Environment, Problems and Strategies, 3/e

Vikas Publishing
  • 9788125930976
  • 264 pages
  • Paperback
  • 5.5" X 8.5" inches
  • Book 325.00

Rural Marketing—Environment, Problems and Strategies, attempts to rectify the lacunae of a near total absence of any comprehensive text on rural marketing. This is despite the fact that almost three-fourths of India’s population is rural and one-third of its national income is generated by the rural areas. In the present context of the downturn in the economy, many companies producing consumables and durables are being sustained by rural demand which has brought a sharp focus on rural markets. This Third Edition has been thoroughly revised in view of the above. Rural Marketing provides an in-depth analysis of the environment, the problems associated with rural marketing and also the strategies that can be successfully adopted.

This book offers an interesting reading for academicians, students and a new class of ‘forced entrepreneurs’ which is emerging as a consequence of the present economic upheaval. It also offers an interesting reading for general readers who are curious to know about the vibrant dynamics of rural India.

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  • Introduction
  • Rural Market Environment
  • Rural Demand and Rural Market Index
  • Problems in Rural Marketing
  • Marketing of Agricultural Inputs
  • Marketing of Consumables, Durables and Services
  • Marketing of Agricultural Produce, and Rural and Cottage Industry Products
  • Role of Financial Institutions in Rural Marketing
  • Role of Cooperative Institutions in Rural Marketing
  • Rural Marketing Strategies
  • Social Marketing and Corporate Social Responsibility
  • Cases
  • Bibliography
  • Index