Rural marketing : targeting the non-urban consumer /
Velayudhan, Sanal Kumar,1955-
Los Angeles ; London : Response,
2007.
Includes bibliographical references (p. [242]-249).
Rural marketing : opportunities and challenges -- Profile of the rural market -- Rural consumer -- Researching rural markets -- Value offering -- Communicating in the rural market landscape -- Communication : language and culture -- Operationalizing communication strategy : issues and approaches in media -- Retailer as a route to the rural market -- Haats, Melas and mobile traders -- Access the rural consumer : emerging channels -- A competitive strategy for rural markets.
Marketing
Consumer behavior