Rural marketing : developing the non-urban consumer

Table of contents: 1. Rural Marketing: Opportunities and Challenges 2. Environment and Profile of the Rural Market 3. Rural Consumer 4. Researching Rural Markets 5. SAGA of Rural Market Segmentation: Segmentation, Aggregation and Affordability 6. Positioning for Value 7. Product Strategy and Innovation to Create Value 8. Fragmentation and Intangibility of Rural Service: People and Technology Supported Process Create and Deliver Service 9. Pricing in Rural Markets: Affordability and Value Creation 10. Communication Strategy for Rural Markets 11. Influences Shaping Communication Strategy 12. Operationalizing Communication Strategy 13. Distribution Strategy and Rural Shops 14. Traditional Rural Retail Institutions beyond the Village Shop 15. Access the Rural Consumer: Emerging Channels 16. Strategies for Rural Markets 17. Future of Rural Market in a Connected World

This revised edition comprehensively covers the fundamental aspects of rural marketing with practical examples and cases. This textbook retains the concept of rural markets and rural marketing and explores the emerging channels such as digitization and ecommerce in rural markets. It includes numerous short cases to illustrate how social and cultural aspects influence rural consumer behavior. This third edition has five new chapters, and each existing chapter has undergone in-depth revision as per the new curriculum, to add the latest developments and weed out redundant information along with restructuring changes. A clear and compelling writing style, cutting-edge learning tools and completely revised chapters make this book an indispensable guide for students and professionals striving to make a career in rural marketing. Key Features 1. In-depth discussion on critical issues in rural markets such as socio-economic and the technological environment of rural markets 2. Comprehensive presentation of concepts-from researching rural markets to future of rural markets in the digital world 3. Rich pedagogical features to aid teaching-learning in the classroom-learning objectives, chapter-end summary, case studies, concept review questions, critical thinking questions and much more.