Table of Content
Preface

The Call of Rural India
The Rural Marketing Environment
Rural Consumer Behaviour
Rural Marketing Research
Segmenting and Targeting Rural Markets
Product Strategy
Pricing Strategies
Distribution in Rural Markets
Communication Strategies for Rural Markets
Rural Services Marketing
Marketing in Small Towns
The Future of Rural Marketing


Endnotes
Photo Credits
Index

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.

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.

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.
Two new chapters – “Rural Services Marketing ” and “Marketing in Small Towns”
Revised and updated coverage that captures changing trends and reflects the latest developments in rural marketing
Four-colour photographs that bring alive the transformation that rural India is undergoing, which is the theme of the revised edition
Eleven end-of-chapter video cases that showcase real-world problems and unique solutions adopted by companies
Enhanced pedagogy that presents the latest developments and innovations in the area of rural marketing
CD-ROM containing updated data tables that provide a wealth of information relating to rural markets and 11 video cases