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Sanal Kumar Velayudhan, "Rural Marketing: Targeting the Non-urban Consumer"

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 to illustrate how social and cultural habits influence rural consumer behavior. The book contains comprehensive insights into: <br />

The nature and patterns of rural behavior

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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