TY  - BOOK
AU  - Krishnamacharyulu, C S G 
AU  - Ramakrishnan, Lalitha
TI  - Cases in rural marketing : : an integrated approach
U1  - 658.8072 
CY  - New Delhi
PB  - Pearson Education Ltd.
N1  - 
    ORIENTATION
        Case Method.
        Marketing Decisions and Models.
        Rural Marketing.
        Model Case Analysis.
    RURAL MARKETING PERSPECTIVES
        New Marketing Opportunities.
        Customisation.
        Promotion of Solar Energy Use.
    MARKET ANALYSIS AND INFORMATION SYSTEM
        Rural Search.
        Measuring MKTORIENT
        Segmentation Dilemma.
        Success Needs System.
        Testing Innovation.
    PRODUCT STRATEGIES
        Brand Reengineering.
        Rural Financing Strategy.
        Silky Routes.
        Launching the Killer.
        Devil or Angel?
    PRICE STRATEGIES
        Rural Treasure Hunt.
        Price Battle.
        Chavi Gumao Radio Bajao.
        Pricing Dilemma.
        Price Points Strategy.
    PROMOTION STRATEGIES
        Ruralfind.
        A Tale of Tiles.
        Ethics in Advertising.
        Protecting Savings.
        Gunny Sack Race.
    DISTRIBUTION STRATEGIES
        Silent Revolution.
        Road To Success.
        Viability of Agri Value Chain.
        Choosing The Right Horse.
        Marketing, Not Modernisation.
    MARKETING STRATEGIES
        Leader Hits Back.
        LG Targets Rural.
        Fighting the Fakes.
        A Cool Strategy.
        The VIM Challenge.
        Healing Rural.
        Mobiles Ring Success.
        Controversial Sales.
        Spray of Misery?
        Right Marketing Mix.
        Cola Wars.
        Integrated Marketing; 210
N2  - Rural marketing has emerged as an exciting and dynamic discipline. One way of learning this discipline is through case method. Cases provide the students an opportunity to develop an appreciation to the real-life problem situations, help unfold challenges and sharpen the skills of analysis and decision making
ER  -