Rural Marketing and Agribusiness in India

Contents: Preface. 1. The rural marketing and retailing in India. 2. Rural India--a promising marketplace. 3. Rural marketing environment. 4. Consumer behaviour and the rural market. 5. Rural product strategy. 6. Rural pricing strategy. 7. Rural distribution strategy. 8. The future of rural marketing. 9. Agribusiness: a conceptual analysis. 10. Agriculture marketing. 11. Priorities for agriculture, agribusiness and rural development. 12. Agribusiness in India: some facts and emerging issues. 13. Emerging environment for agribusiness and agro-industry development in India. 14. Agribusiness management: meaning, nature and scope. Bibliography.

"The rural market is a tough place to explore. This book explores the many issues that relate strongly to the rural hinterland and its many differences, vagaries, difficulties and joys with candour. Agribusiness in India is emerging as a major sector in rural India. This book Rural Marketing and Agribusiness in India provides proper perspective and offers the most required behavioural and managerial competencies to aspiring managers to promote rural marketing. This book will prove to be an indispensable tool for professionals in the realm of rural marketing and agribusiness, and for students who aspire to be a part of this exciting business." (jacket)