MARC details
| 000 -LEADER |
|---|
| fixed length control field |
03345 a2200193 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
150811b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9788131760352 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| AUTHOR |
Kashyap, Pradeep |
| 9 (RLIN) |
18587 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
The rural marketing book ( Book CD) |
| Statement of responsibility, etc |
Pradeep Kashyap |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
1 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Delhi |
| Name of publisher, distributor, etc |
Pearson Education Insia |
| Date of publication, distribution, etc |
2015 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
CD |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Table of Content<br/>Preface<br/><br/> The Call of Rural India<br/> The Rural Marketing Environment<br/> Rural Consumer Behaviour<br/> Rural Marketing Research<br/> Segmenting and Targeting Rural Markets<br/> Product Strategy<br/> Pricing Strategies<br/> Distribution in Rural Markets<br/> Communication Strategies for Rural Markets<br/> Rural Services Marketing<br/> Marketing in Small Towns<br/> The Future of Rural Marketing<br/><br/><br/>Endnotes<br/>Photo Credits<br/>Index |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Rural markets, for most organizations, both in the public and the private sectors, represented a black box due to the existing knowledge gap in the past. That is not the case any more. Traditionally an agrarian economy, rural India has undergone significant development in the last three or four decades, making it a very attractive option for businesses. Companies no longer shy away from going that extra mile to woo rural consumers. As more and more companies look to rural markets for growth and revenues, present-day marketers and managers need to understand the rural set-up and the fundamentals of rural marketing.<br/><br/>Published in 2005, the first edition of the book, covering the fundamental aspects of marketing applicable to rural markets, established itself as a course-defining textbook. The syllabus of the paper on rural marketing in most B-schools has been designed as per the contents of the book. The first edition of the book emerged as the leading text and reference book for students and practitioners alike in India and Bangladesh.<br/><br/>The second edition, while retaining the distinguishing features of the first edition, has been expanded to reflect the changes in rural markets, and showcase successful rural initiatives and rural marketing strategies. This book has been produced in four-colour to faithfully represent real-life snapshots and vignettes from rural markets, highlighting the transition that they are undergoing. Examples from real-world organizations, the author's own observations, cases and other pedagogical tools make this book the perfect resource for students and managers alike.<br/> |
| Expansion of summary note |
Two new chapters – “Rural Services Marketing ” and “Marketing in Small Towns”<br/> Revised and updated coverage that captures changing trends and reflects the latest developments in rural marketing<br/> Four-colour photographs that bring alive the transformation that rural India is undergoing, which is the theme of the revised edition<br/> Eleven end-of-chapter video cases that showcase real-world problems and unique solutions adopted by companies<br/> Enhanced pedagogy that presents the latest developments and innovations in the area of rural marketing<br/> CD-ROM containing updated data tables that provide a wealth of information relating to rural markets and 11 video cases |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Rural Marketing |
| 9 (RLIN) |
18588 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Book's CD |
