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Rural marketing : targeting the non-urban consumer

Author: Sanal Kumar Velayudhan
Publisher: Los Angeles ; London : Response, 2007.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:

Provides insights into the essential features of rural markets in India as well as challenges posed by the rural consumer. Retaining the managerial perspective of the first edition, this title  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Sanal Kumar Velayudhan
ISBN: 9780761935889 0761935886
OCLC Number: 163625360
Description: 249 pages : illustrations ; 22 cm
Contents: 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.
Responsibility: Sanal Kumar Velayudhan.
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The book shows the capability of using a reader friendly style of communication and construction of argument. It presents an able combination of theoretical and practical insights which are useful Read more...

 
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