Rural marketing : Text and Cases / C.S.G.Krishnamacharyulu and Lalitha Ramakrishnan

By: Krishnamacharyulu, C.S.G Material type: Text

TextLanguage: English Publication details: Noida ; India : Dorling Kindersley (India) Pvt. Ltd, 2011. Edition: 2nd edDescription: 587 p. : ill. ; 24 cmISBN: 9788131732632; 9788131796030 ; 8131796035Subject(s): Marketing -- India | Consumer behavior -- India | India -- Rural conditionsDDC classification: 658.838 Online resources: WorldCat details | Safari books online

Contents:

TOC Brief Contents PART I NEW HORIZONS 1. Rural Marketing Opportunities 2. Understanding the Rural Economy 3. Rural Marketing Experiences PART II INSIGHTS 4. Rural Consumer Behaviour 5. Rural Marketing Research 6. Selecting and Attracting Markets PART III DESIGNING STRATEGIES 7. Product Strategy 8. Pricing Strategy 9. Distribution Strategy 10. Rural Retailing 11. Promotion Strategy PART IV APPLICATIONS 12. Marketing of Consumer Products 13. Marketing of Agri-inputs 14. Marketing of Services 15. Social Marketing 16. Agricultural Marketing 17. Marketing of Rural Industry Products PART V LOOKING INTO THE FUTURE 18. Future of Rural Marketing PART VI CASES Cases http://my.safaribooksonline.com/book/sales-and-marketing/9788131732632

Summary: Though change is common, some changes seem peculiar and paradoxical. Today, in the Indian economy, we witness one such bi-faceted change—a change from national to global on one side, and urban to rural on the other. Though the change is evolutionary and characteristic of a developing nation with a huge population and vast resources, one requires visionary entrepreneurship to respond proactively to it. FMCG companies such as HUL, P&G and Colgate–Palmolive and consumer durables companies such as LG, Samsung and Philips, along with agri-input marketers, social workers and government agencies have exhibited visionary leadership in nurturing the rural markets. Rural markets have become sought-after destinations for corporations by compulsion as well as choice. Compulsion, because markets are saturated and there is nowhere to go and choice, because they are attractive and viable. Many experiments are being conducted to find the best way of reaching, attracting and retaining rural customers. Further, having survived the recent recession, the rural markets hold the promise of a bright future for intelligent and innovative marketers.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode	Item holds
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.838 RCS 2011 (Browse shelf(Opens below))	C-1	Not For Loan		25082
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.838 RCS 2011 (Browse shelf(Opens below))	C-2	Not For Loan		25083

Total holds: 0

e-Book ISBN-13: 978-81-317-9603-0

Includes Index.

TOC Brief Contents
PART I NEW HORIZONS
1. Rural Marketing Opportunities
2. Understanding the Rural Economy
3. Rural Marketing Experiences
PART II INSIGHTS
4. Rural Consumer Behaviour
5. Rural Marketing Research
6. Selecting and Attracting Markets
PART III DESIGNING STRATEGIES
7. Product Strategy
8. Pricing Strategy
9. Distribution Strategy
10. Rural Retailing
11. Promotion Strategy
PART IV APPLICATIONS
12. Marketing of Consumer Products
13. Marketing of Agri-inputs
14. Marketing of Services
15. Social Marketing
16. Agricultural Marketing
17. Marketing of Rural Industry Products
PART V LOOKING INTO THE FUTURE
18. Future of Rural Marketing
PART VI CASES
Cases

http://my.safaribooksonline.com/book/sales-and-marketing/9788131732632

Though change is common, some changes seem peculiar and paradoxical. Today, in the Indian economy, we witness one such bi-faceted change—a change from national to global on one side, and urban to rural on the other. Though the change is evolutionary and characteristic of a developing nation with a huge population and vast resources, one requires visionary entrepreneurship to respond proactively to it.
FMCG companies such as HUL, P&G and Colgate–Palmolive and consumer durables companies such as LG, Samsung and Philips, along with agri-input marketers, social workers and government agencies have exhibited visionary leadership in nurturing the rural markets. Rural markets have become sought-after destinations for corporations by compulsion as well as choice. Compulsion, because markets are saturated and there is nowhere to go and choice, because they are attractive and viable. Many experiments are being conducted to find the best way of reaching, attracting and retaining rural customers. Further, having survived the recent recession, the rural markets hold the promise of a bright future for intelligent and innovative marketers.

Tahur Ahmed

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