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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Détails bibliographiques
Cote:Libro Electrónico
Auteur principal: Velayudhan, Sanal Kumar, 1955-
Format: Électronique eBook
Langue:Inglés
Publié: Los Angeles [Calif.] : Response Books, ©2007.
Édition:2nd ed.
Sujets:
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.
Accès en ligne:Texto completo
Table des matières:
  • 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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