TY  - BOOK
AU  - Krishnamacharyulu,C.S.G.
TI  - Rural marketing: Text and Cases 
SN  - 9788131732632
U1  - 658.838 
PY  - 2011///
CY  - Noida, India
PB  - Dorling Kindersley (India) Pvt. Ltd
KW  - Marketing
KW  - India
KW  - Consumer behavior
KW  - Rural conditions
N1  - 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; BA
N2  - 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
UR  - http://www.worldcat.org/title/rural-marketing-text-and-cases/oclc/840430493&referer=brief_results
UR  - http://my.safaribooksonline.com/book/sales-and-marketing/9788131732632
ER  -