Rural marketing : targeting the non-urban consumer /

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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Velayudhan, Sanal Kumar, 1955-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Los Angeles [Calif.] : Response Books, ©2007.
Edición:2nd ed.
Temas:
Marketing > India.
Consumer behavior > India.
Marketing > Inde.
Consommateurs > Comportement > Inde.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Consumer behavior
Marketing
Rural conditions
India > Rural conditions.
India
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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