TY  - GEN
AU  - Mahajan, Vijay
TI  - Rise of rural consumers in developing countries: harvesting 3 billion aspirations
SN  - 978-9386042323
U1  - 658.834 
PY  - 2016///
CY  - New Delhi
PB  - Sage Publications India Private Limited
KW  - Consumer
KW  - Rural
N1  - Preface: A Rural Odyssey
 
Acknowledgements
 
RECOGNIZING THE RURAL OPPORTUNITY
 
The Rural Consumer Opportunity
 
Planting the Seeds of Prosperity in the Rural World
 
The Influence of Religion in the Emerging Rural World
 
GROWING AND REAPING RURAL OPPORTUNITY
 
Growing Consumers in Emerging Rural Markets
 
Plowing New Routes to Rural Markets
 
Seeding Innovation and Prosperity Through Technology
 
Harnessing Innovation to Solve Social Problems
 
THE RURAL CHALLENGES
 
The End of the Last Mile
 
Index
N2  - This is the first comprehensive book highlighting the expanding consumer power of rural markets in developing countries. It takes a close look at one of the key stories in emerging markets: the untapped potential of the world’s 3.4 billion rural consumers -- 90 percent of whom live in Asia and Africa. The sheer number of rural consumers can provide a massive customer base for innovative companies that figure out how to reach them. The book provides a profile of the rural developing world and examines the forces that are increasing rural prosperity, including billions of dollars in remittances from migrant workers.  It includes several examples of innovations and best practices that are allowing companies to tap into this opportunity
ER  -