| Edition |
2nd ed. |
| Description |
1 online resource (249 pages) : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references (pages 242-249). |
| Contents |
Rural marketing : opportunities and challenges -- Profile of the rural market -- Rural consumer -- Researching rural markets -- Value offering -- Communicating in the rural market landscape -- Communication : language and culture -- Operationalizing communication strategy : issues and approaches in media -- Retailer as a route to the rural market -- Haats, Melas and mobile traders -- Access the rural consumer : emerging channels -- A competitive strategy for rural markets. |
| Summary |
This highly practical and informative book provides unique insights into the essential. features of rural markets in India as well as challenges posed by the rural consumer. Retaining the managerial perspective of the first edition, this second edition. has been thoroughly revised and expanded, and examines in greater detail the concept. of rural markets and rural marketing. It also contains numerous short cases to. illustrate how social and cultural habits influence rural consumer behaviour. The book contains comprehensive insights into:. - The nature and patterns of rural behaviour. - A deta. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing -- India.
|
|
Marketing. |
|
India. |
|
Consumer behavior -- India.
|
|
Consumer behavior. |
|
India -- Rural conditions.
|
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Rural conditions. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Velayudhan, Sanal Kumar, 1955- Rural marketing. 2nd ed. Los Angeles [Calif.] : Response Books, ©2007 9780761935889 0761935886 (DLC) 2007032916 (OCoLC)163625360 |
| ISBN |
9788178299754 (electronic book) |
|
8178299755 (electronic book) |
|
9780761935889 (hard back) |
|
0761935886 (hard back) |
|
