Rural Marketing

Targeting the Non-urban Consumer

Autor: Sanal Kumar Velayudhan

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Legare: Carte broșată

Editura: SAGE Publications Inc

Disponibilitate: În depozitul extern

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121.40 lei

This highly practical and informative book provides unique insights into the essential features of r...

Informații despre carte

Autor

Sanal Kumar Velayudhan

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2007

Pagini

252

EAN

9780761935889

ISBN

0761935886

Enbook ID

04684820

Editura

SAGE Publications Inc

Greutate

322

Dimensiuni

142 x 211 x 15

Descriere completă

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 examines in more detail the concept of rural markets and rural marketing. It also contains numerous short cases throughout to illustrate how social and cultural habits influence rural consumer behaviour. The book contains comprehensive insights into: - the nature and patterns of rural behaviour - a detailed profile of the rural market - the opportunities available in rural markets and new methods used to access the rural consumer - strategic decisions for new product development - promotion, distribution, communication, and channel servicing decisions - the importance of rural market institutions such as haats and melas - emerging channels to access rural market products

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Rural Marketing

Targeting the Non-urban Consumer

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