Name: Rural Marketing: Challenges and Opportunities
Brand: Atlantic Publishers & Distributors (P) Ltd
SKU: 9788126938339
Price: 447.0 INR
Availability: InStock

Rural Marketing: Challenges and Opportunities

by Dinesh Kumar , Punam Gupta

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ISBN13: 9788126938339
Binding: Paperback
Subject: Business Management
Publisher: Atlantic Publishers & Distributors (P) Ltd
Publisher Imprint: Atlantic
Publication Date: November 11, 2023
Pages: 538
Original Price: INR 595.0
Language: English
Edition: N/A
Item Weight: 730 grams
BISAC Subject(s): General

About The Book

With 700 million prospective consumers including about 40 per cent of the country middle-income group, the sheer size of India rural market itself speaks of its huge This new textbook discusses how the application of traditional marketing theories transforms when the ‘fourth sector’, or the emergence of social business, comes into play. Drawing from latest research, Rural Marketing: Challenges and Opportunities closely analyses two crucial components of the rural market—marketing to rural areas and empowering the ‘bottom-of-pyramid’ (BoP) markets to create successful business ventures. Written as per the prescribed curriculum of rural management and rural marketing courses offered by the major universities in India, this book goes beyond discussing just the strategies to sell products to village economies. Infused with numerous real-life case studies of companies that have ventured into the field, this book will prove to be an extremely useful resource in understanding the uniqueness, dynamics and challenges of marketing in rural areas. Key Features: · Rich pedagogy including opening and closing case studies, mini case studies, engaging chapter-end exercises and project assignments · Inclusion of references to recent research data, important journal articles and videos for classroom teaching · Comprehensive overview of the future of rural marketing through BoP approach, social enterprises and use of big data

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