Higher Ed. and Vocational >> Business and Economics >> Marketing >> Marketing


Rural Marketing

Rural Marketing

Author(s):
  • Pradeep Kashyap
  • Author: Pradeep Kashyap
    • ISBN:9789332543607
    • 10 Digit ISBN:9332543607
    • Price:Rs. 799.00
    • Pages:344
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    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.

     

    Table of Content

    "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"
     

    Salient Features

    • A chapter on ';Role of Government in Rural India' has been added as Chapter 12.

    •  The chapter ';Future of Rural Marketing' has now become Chapter 13.

    •   Latest data on rural markets from Census 2011 have been included.    

    • Rural Marketing cases at the end of each chapter helps readers apply their learning from the chapter to real-life situations and problems. The case is divided into two parts: text and video (included in the CD-ROM bundled with the book). Readers are required to read the text and see the video to analyse the case and answer the discussion questions.

    • Comprehensive online resources are available on www.pearsoned.co.on/pradeepkashyap