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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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Velayudhan, Sanal Kumar, 1955-
Format: Electronic eBook
Language:Inglés
Published: Los Angeles [Calif.] : Response Books, ©2007.
Edition:2nd ed.
Subjects:
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.
Online Access:Texto completo
Table of 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.

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