Contents
A Conceptnal Framework
1
A Brief Frome
11
Chapter Three Segmentation of Rural Market
23
A Comparative Analysis
34
Challenges and Opportunities
44
Chapter Six Rural Marketing Research
55
Chapter Seven Rural Consumer Behaviour
66
Chapter Eight Rural Marketing Mix
79
Chapter Sixteen Rural Marketing of Consumer Durables
200
Chapter Seventeen Rural Marketing of Financial Services
210
Chapter Eighteen Marketing of AgricnIturallnputs
229
Chapter Nineteen Marketing of AgricnItural Produce
259
Chapter Twenty Agricultural Cooperative Marketing
267
Chapter Twenty One Marketing of Rural Artisan Products
276
Chapter Twenty Two eRural Marketing
297
Cultivation Processing and Retailing
308

Chapter Nine New Product Development for the Rural Market
99
Chapter Ten Rural Market and Product Life Cycle
108
Chapter Eleven Rural Market and Brand Management
118
Chapter Twelve Rural Retail Channel Management
129
Chapter Thirteen Principles of Innovation for Rural Market
134
Chapter Fourteen Marketing Strategies for Indian Rural Market
137
Chapter Fifteen Rural Marketing of FMCGs
165
Chapter Twenty Four Organised Rural Retailing
320
Chapter Twenty Five Rural Market Mapping
328
Corporate Social Responsibility in Rural Market
332
Chapter Twenty Seven IT for Sustainable Rural Development
339
Chapter Twenty Eight eGovernance for Rural India
344
Index
350
Copyright

Rural Marketing strives to build concepts by discussing the practices followed by rural marketers and linking them with the theory. It discusses how the students of marketing can tap the opportunity in the advancing Indian rural economy as also the need, perforce, to move to a new turf because of maturation of urban markets. In-depth data- and case-based analysis of the various aspects of rural marketing makes the treatment real-world and interesting