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Rural Marketing,

Rural Marketing,


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About the Book

The first edition of Rural Marketing was published in 2005—a time when the rural demand was just beginning to register high rates of growth, but very little information or data was available. The subsequent and unimaginable changes in rural India in the last decade prompted the need of a revised edition to make the book more relevant to the evolving rural marketing needs and challenges.

The present edition, while retaining the key strengths of the previous edition, builds on it by introducing new material relevant for today’s readers. The pedagogy of the book has been expanded to make learning easier and interesting. It includes learning objectives, chapter opening vignettes, snapshots, memo boxes and many more features.

About the Author

Pradeep Kashyap, known as the father of rural marketing in India, founded MART in 1993. A transparent, team-based, non-hierarchical, flat organization based on ethical and spiritual principles, MART has emerged as India’s leading rural consultancy organization



Table of Contents:
Chapter 1 The Call of Rural India Chapter 2 The Rural Marketing Environment Chapter 3 Rural Consumer Behaviour Chapter 4 Rural Marketing Research Chapter 5 Segmenting and Targeting Rural Markets Chapter 6 Product Strategy Chapter 7 Pricing Strategies Chapter 8 Distribution in Rural Markets Chapter 9 Communication Strategies for Rural Markets Chapter 10 Rural Services Marketing Chapter 11 Marketing in Small Towns Chapter 12 Role of Government in Rural India Chapter 13 The Future of Rural Marketing


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Product Details
  • ISBN-13: 9789332543607
  • Publisher: Pearson Education
  • Binding: Paperback
  • Language: English
  • ISBN-10: 9332543607
  • Publisher Date: March'2016
  • Edition: 3
  • No of Pages: 344

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