What will you learn from this book
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Understanding the Rural Consumer: The book may stress the importance of understanding the unique needs, behaviors, and preferences of rural consumers to develop effective marketing strategies.
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Localization of Marketing Strategies: Rural marketing often requires a localized approach. The book may discuss tailoring products, services, and promotional activities to suit the cultural and regional nuances of rural areas.
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Distribution Challenges and Solutions: The challenges of distribution in rural areas, including infrastructure limitations, might be addressed. The book could provide insights into innovative distribution models tailored for rural markets.
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Communication in Local Languages: Effective communication is crucial in rural marketing. The book may highlight the significance of using local languages and cultural references in advertising and promotional materials.
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Product Adaptation: Adapting products to suit the unique needs and affordability levels of rural consumers could be a key takeaway. The book might provide examples of successful product adaptations.
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Community Engagement: Building relationships with the local community is often emphasized. The book may discuss the importance of community engagement, social responsibility, and grassroots initiatives.
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Rural Retail Strategies: Strategies for establishing and managing retail outlets in rural areas may be covered. This could include insights into pricing, inventory management, and customer service.
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Government Initiatives and Policies: Understanding and navigating government initiatives and policies related to rural development and marketing may be a focus. The book could provide insights into leveraging such policies.
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Technological Integration: The book may discuss how technology can be leveraged in rural marketing, considering the increasing penetration of smartphones and internet connectivity in rural areas.
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Measuring Success: The importance of developing metrics to measure the success of rural marketing campaigns and initiatives may be highlighted. This could involve assessing both quantitative and qualitative indicators.
| Language | English |
|---|---|
| ISBN-10 | 8131760359 |
| ISBN-13 | 9788131760352 |
| No of pages | 301 |
| Font Size | Medium |
| Book Publisher | Pearson |
| Published Date | 01 Jan 2011 |
About Author
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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.