Rural Marketing

Contents: Preface. 1. Introduction. 2. Strategies for rural marketing by an organization. 3. Rural marketing: making the ends meet. 4. Rural marketing: a strategy to fight global recession. 5. Innovation, management and technology. 6. Innovation in rural marketing. 7. Role of advertising communication and language in rural marketing. 8. Marketing to rural India: a changing paradigm. 9. The biggest emerging rural marketing. 10. Branding in rural markets. 11. Rural urban agriculture market system: challenges and opportunities. 13. Innovations in public service and rural market development. 14. Exploring Indian rural market-the way ahead. 15. Structure of rural markets for achieving vertical coordination. 16. Social changes and the growth of rural market. 17. Changes in rural marketing through information and communication technology. 18. Problems and prospects for marketing of rural products. 19. Role of information technology in rural marketing. Bibliography. Index.

Rural Marketing may aptly be described as the process of defining, anticipating and knowing customer needs and organizing all the resources of the company to satisfy them. In fact, satisfaction of customer\'s needs and wants provides the raionale for the existence of the firm. Knowledge of consumer behaviour, therefore, is vital for a firm to achieve its marketing goals. The consumer\'s behaviour comprises the acts, processes and social relationships exihibited by individuals, groups and organizations in searching, obtainment, use of, and consequent experience with products and services. An understanding and knowledge of the motives underlying consumer behaviour helps a firm in seeking better and more effective ways to satisfy its customers.