Rural marketing : challenges and opportunities /
Kumar, Dinesh
Rural marketing : challenges and opportunities / Dinesh Kumar, Formerly Associate Professor, Birla Institute of Management Technology (BIMTECH), Greater Noida, Punam Gupta, Associate Professor, Dev Samaj College for Women, Chandigarh. - New Delhi : Sage, 2017. - xxxiii, 494 pages
Includes index.
Preface -- Acknowledgements -- About the authors -- The rural market -- Introduction to rural marketing -- The rural market -- The rural consumer -- Strategies for rural marketing -- Rural marketing strategy -- Marketing approach and rural research -- Distribution channels for rural areas -- Pricing and marketing communication in rural markets -- Marketing for rural areas -- Agribusiness -- Marketing of agricultural produce -- ICT in rural marketing -- Management of sales force in rural marketing -- Future of rural marketing -- Index.
9789386062765 (print : alk. paper)
Marketing--India.
Target marketing--India.
Poor--India.
Business planning--India.
338.14 / KUM P17R
Rural marketing : challenges and opportunities / Dinesh Kumar, Formerly Associate Professor, Birla Institute of Management Technology (BIMTECH), Greater Noida, Punam Gupta, Associate Professor, Dev Samaj College for Women, Chandigarh. - New Delhi : Sage, 2017. - xxxiii, 494 pages
Includes index.
Preface -- Acknowledgements -- About the authors -- The rural market -- Introduction to rural marketing -- The rural market -- The rural consumer -- Strategies for rural marketing -- Rural marketing strategy -- Marketing approach and rural research -- Distribution channels for rural areas -- Pricing and marketing communication in rural markets -- Marketing for rural areas -- Agribusiness -- Marketing of agricultural produce -- ICT in rural marketing -- Management of sales force in rural marketing -- Future of rural marketing -- Index.
9789386062765 (print : alk. paper)
Marketing--India.
Target marketing--India.
Poor--India.
Business planning--India.
338.14 / KUM P17R