Rural marketing
Subtitle: targeting the non-urban consumer
By: Sanal Kumar Velayudhan.
Edition: 2nd ed.
Publisher: Sage
Published: 2007
Place of publication: New Delhi; Thousand Oaks, Calif
Language: eng
ISBN-13: 9780761935889
Subjects: Marketing -- India; Consumer behavior -- India; India -- Rural conditions
Notes: Includes bibliographical references (p.   ) and index.
Table of contents: title: Rural marketing : opportunities and challenges; title: Profile of the rural market; title: Rural consumer; title: Researching rural markets; title: Value offering; title: Communicating in the rural market landscape; title: Communication : language and culture; title: Operationalizing communication strategy : issues and approaches in media; title: Retailer as a route to the rural market; title: Haats, melas and mobile traders; title: Access the rural consumer : emerging channels; title: A competitive strategy for rural markets.