Screen LibraryRural marketing : developing the non-urban consumer /
"This revised edition comprehensively covers the fundamental aspects of rural marketing with practical examples and cases. This textbook retains the concept of rural markets and rural marketing and explores the emerging channels such as digitization and ecommerce in rural markets. It includes n...
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| Main Authors: | |
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| Published: |
SAGE Texts,
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| Publisher Address: | New Delhi, India : |
| Publication Dates: | 2022. |
| Literature type: | Book |
| Language: | English |
| Edition: | Third edition. |
| Subjects: | |
| Summary: |
"This revised edition comprehensively covers the fundamental aspects of rural marketing with practical examples and cases. This textbook retains the concept of rural markets and rural marketing and explores the emerging channels such as digitization and ecommerce in rural markets. It includes numerous short cases to illustrate how social and cultural aspects influence rural consumer behavior. This third edition has five new chapters, and each existing chapter has undergone in-depth revision as per the new curriculum, to add the latest developments and weed out redundant information along with restructuring changes. A clear and compelling writing style, cutting-edge learning tools and completely revised chapters make this book an indispensable guide for students and professionals striving to make a career in rural marketing. Key Features 1. In-depth discussion on critical issues in rural markets such as socio-economic and the technological environment of rural markets 2. Comprehensive presentation of concepts-from researching rural markets to future of rural markets in the digital world 3. Rich pedagogical features to aid teaching-learning in the classroom-learning objectives, chapter-end summary, case studies, concept review questions, critical thinking questions and much more"-- |
| Carrier Form: | xxvi, 324, I-4 pages ; illustrations ; 25 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9789354794056 935479405X |
| Index Number: | HF5415 |
| CLC: | F733.513.82 |
| Call Number: | F733.513.82/V434/3rd ed. |
| Contents: | Rural Marketing: Opportunities and Challenges -- Environment and Profile of the Rural Market -- Rural Consumer -- Researching Rural Markets -- SAGA of Rural Market Segmentation: Segmentation, Aggregation and Affordability -- Positioning for Value -- Product Strategy and Innovation to Create Value -- Fragmentation and Intangibility of Rural Service: People and Technology Supported Process Create and Deliver Service -- Pricing in Rural Markets: Affordability and Value Creation -- Communication Strategy for Rural Markets -- Influences Shaping Communication Strategy -- Operationalising Communication Strategy -- Distribution Strategy and Rural Shops -- Traditional Rural Retail Institutions beyond the Village Shop -- Access the Rural Consumer: Emerging Channels -- Strategies for Rural Markets -- Future of Rural Market in a Connected World. |