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Cases in Rural Marketing: An Integrated Approach

Cases in Rural Marketing:   An Integrated Approach

Author(s):
  • C. S. G. Krishnamacharyulu
  • Lalitha Ramakrishnan
  • Author: C. S. G. Krishnamacharyulu
    • ISBN:9788131701881
    • 10 Digit ISBN:8131701883
    • Price:Rs. 509.00
    • Pages:264
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    Ratings:

    Rural marketing has emerged as an exciting and dynamic discipline. One way of learning this discipline is through case method. Cases provide the students an opportunity to develop an appreciation to the real-life problem situations, help unfold challenges and sharpen the skills of analysis and decision making.



    Table of Content

    1. ORIENTATION
      1. Case Method.
      2. Marketing Decisions and Models.
      3. Rural Marketing.
      4. Model Case Analysis.
    2. RURAL MARKETING PERSPECTIVES
      1. New Marketing Opportunities.
      2. Customisation.
      3. Promotion of Solar Energy Use.
    3. MARKET ANALYSIS AND INFORMATION SYSTEM
      1. Rural Search.
      2. Measuring MKTORIENT
      3. Segmentation Dilemma.
      4. Success Needs System.
      5. Testing Innovation.
    4. PRODUCT STRATEGIES
      1. Brand Reengineering.
      2. Rural Financing Strategy.
      3. Silky Routes.
      4. Launching the Killer.
      5. Devil or Angel?
    5. PRICE STRATEGIES
      1. Rural Treasure Hunt.
      2. Price Battle.
      3. Chavi Gumao Radio Bajao.
      4. Pricing Dilemma.
      5. Price Points Strategy.
    6. PROMOTION STRATEGIES
      1. Ruralfind.
      2. A Tale of Tiles.
      3. Ethics in Advertising.
      4. Protecting Savings.
      5. Gunny Sack Race.
    7. DISTRIBUTION STRATEGIES
      1. Silent Revolution.
      2. Road To Success.
      3. Viability of Agri Value Chain.
      4. Choosing The Right Horse.
      5. Marketing, Not Modernisation.
    8. MARKETING STRATEGIES
      1. Leader Hits Back.
      2. LG Targets Rural.
      3. Fighting the Fakes.
      4. A Cool Strategy.
      5. The VIM Challenge.
      6. Healing Rural.
      7. Mobiles Ring Success.
      8. Controversial Sales.
      9. Spray of Misery?
      10. Right Marketing Mix.
      11. Cola Wars.
      12. Integrated Marketing.

    Salient Features

    • Helpful hints on how to analyze cases.
    • Guidance on preparing case analysis and written and oral presentations of case analysis.
    • Two model case analysis.
    • Forty cases, drawn mostly from real-world marketing useful to teach rural as well as urban marketing.