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Author: Dinesh Kumar
Publisher: SAGE Publications Pvt. Limited
ISBN: 9789386062765
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
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
Author: Dinesh Kumar
Publisher: SAGE Publications Pvt. Limited
ISBN: 9789386062765
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
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
Author: Sanal Kumar Velayudhan
Publisher: Routledge India
ISBN: 9781032518756
Category :
Languages : en
Pages : 0
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Book Description
Rural markets offer a sizable and resilient pool of consumers to organisations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy. The book - - Includes in-depth discussions on critical issues in rural markets as well as case-studies that examine their socio-cultural nuances, peculiarities, and their economic and technological environments; - Looks at concepts that are unique to rural markets from the perspective of the buyer and the marketer and analyses buying behaviour and its influences as well as the pricing, value, and positioning of products by brands; - Analyses emerging trends and the future of these markets and the introduction of digitization and ecommerce in rural areas; - Offers marketing tools and a detailed understanding of rural markets for professionals working in small or low-income markets. The cutting-edge learning tools presented in this book will make it of interest to professionals, students and researchers working in rural marketing and management, business and economics, management studies, business planning, and marketing.
Author: Krishnamacharyulu C. S. G.
Publisher: Pearson Education India
ISBN: 9788131732632
Category : Marketing
Languages : en
Pages : 612
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Book Description
Author: Sukhpal Singh
Publisher:
ISBN: 9788125910190
Category : AGRICULTURAL-MANAGEMENT.
Languages : en
Pages : 142
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Book Description
Author: Awadhesh Kumar Singh
Publisher: New Age International
ISBN: 8122416837
Category : Agriculture
Languages : en
Pages : 11
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Book Description
Rural Marketing as a separate discipline in management teaching has emerged recently. The growing importance of the subject has been well realized by the marketers, policymakers and management interns. However, there is dearth of quality literature on the subject, comprehensive coverage of all the dimensions, aspects and managerial issues pertaining to rural marketing. In most of the management institutions, a half-baked knowledge of rural marketing is being imparted to the management interns while there is more emphasis on marketing perspective on harnessing the immense potential offered by rural areas through suitable marketing planning, product mix, pricing, distribution, promotional mix, branding and communication strategies. Present book is a serious attempt to bridge the need gap in the subject.
Author: T. P. Gopalaswamy
Publisher:
ISBN:
Category : Rural marketing
Languages : en
Pages : 13
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Book Description
Author: Manish Didwania
Publisher: Nova Science Publishers
ISBN: 9781536118643
Category : Rural development
Languages : en
Pages : 0
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Book Description
Todays socio-economic scenario is highly volatile and risky. To sustain the growth and development is a big challenge for various national economic entities. After liberalisation, privatisation and globalisation, most of these entities including national and multinational firms targeted the urban population for growth. It has been more than twenty-five years, and these urban markets are showing signs of maturation and saturation. This resulted in agencies and organisations looking for new avenues in order to sustain themselves. In such a scenario, Indias rural markets have emerged as a new hope for them. The hinterlands in India consist of more than 650,000 villages, which represent approximately 850 million consumers. This number is roughly equal to 70% of the total population. These rural consumers contribute to approximately half of the country's Gross Domestic Product (GDP). Since 2000, Indias rural sector showed a tremendous growth in its per-capita Gross Domestic Product (GDP) as compared to its urban counterpart (6.2% CAGR versus 4.7%). By the end of 2018, rural GDP is estimated to reach US$ 20 billion and touch US$ 100 billion by 2025. According to McKinsey Global Institute, the annual real income per household in rural India would rise to 3.6% by 2025 from the 2.8% over the last 20 years. Normally, it is assumed that urban consumers have more disposable income and their spending pattern is different from that of rural consumers. But the last decade has witnessed a change in this trend, with rural consumers exhibiting similar consumption patterns to that of their urban counterparts. This change is the result of various government initiatives such as the Mahatma Gandhi National Rural Employment Act (MGNRA), Swarnjayanti Gram Swarozgar Youjna and the National Social Assistance Program that have increased the purchasing power of rural India. This has led to higher spending by rural consumers (US $69 billion between 2009 and 2012), and this is significantly more than the US $55 billion spent by urban consumers. Owing to a favourable changing consumption trend as well as the potential size of the market, rural India provides a large and attractive opportunity for companies. The rural market is highly vibrant in nature, and the business organisations are performing both as the carrier and bearer of the results of this change, which is happening at an accelerating pace. In the initial years, rural consumers were on the receiving end, and now they are gradually getting into position to dictate the terms. A significant rural market share can be achieved by focusing on execution excellence by implementing novel strategies to serve rural consumers, and it must be drawn on a deep understanding of consumers cultures and needs. Research related to rural development in India is almost non-existent, and this book provides a window into the challenges that are faced in rural India. This book presents a window into the need for education in this subject at the same.
Author: Ramkishen Y.
Publisher: Jaico Publishing House
ISBN: 8179920852
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
This book explains the theory and practice of rural marketing. The theory deals with profiles of rural consumers, techniques of rural marketing research, product pricing and distribution in rural areas, sales force management and promotion. It also deals with the economics of agriculture, especially agricultural finance. Carefully selected case studies illustrate how this theory works in practice.
Author: Partha Sarathi Senapati
Publisher: Educreation Publishing
ISBN:
Category : Technology & Engineering
Languages : en
Pages : 138
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Book Description
India is a country where majority of the population lives in villages. Appreciating the size and business potential of rural sector, major companies, including Hindustan Unilever and P&G have made special strategies for targeting rural markets. The thrust on rural markets is getting stronger day by day and it needs complete knowledge base of rural marketing. The book Rural and Agriculture marketing has been written looking into the needs of the students pursuing their management degrees. It is meant to create interest in business management students to get into the rural marketing mind set for bringing the desired organizational focus on the subject. Considering the importance of rural markets, most business schools have included Rural Marketing Management as a key knowledge area in their syllabus. Rural Marketing as a separate discipline in management teaching has emerged recently. The growing importance of the subject has been well realized by the marketers, policymakers and management interns. The present book has endeavoured to cover the entire gamut of rural marketing. There are few books on rural marketing which mostly deal with this subject and I hope this book will be a great help to student communities. The book is written in simple, easy to understand language. So wishing you all a very happy reading. - Partha S. Senapati (Author)
Author: Pradeep Kashyap
Publisher: Pearson Education India
ISBN: 9788131760352
Category : Rural industries
Languages : en
Pages : 301
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Book Description
