Rural Marketing—Environment, Problems and Strategies, attempts to rectify the lacunae of a near total absence of any comprehensive text on rural marketing. This is despite the fact that almost three-fourths of India’s population is rural and one-third of its national income is generated by the rural areas. In the present context of the downturn in the economy, many companies producing consumables and durables are being sustained by rural demand which has brought a sharp focus on rural markets.

This Third Edition has been thoroughly revised in view of the above. Rural Marketing provides an in-depth analysis of the environment, the problems associated with rural marketing and also the strategies that can be successfully adopted. This book offers an interesting reading for academicians, students and a new class of ‘forced entrepreneurs’ which is emerging as a consequence of the present economic upheaval.

It also offers an interesting reading for general readers who are curious to know about the vibrant dynamics of rural India. SALIENT FEATURES • Thoroughly revised and updated third edition • Contains latest developments in rural initiatives such as National Rural Employment Guarantee Programme, Encouragement of Self-Help Groups and the impact of massive loan write-off • Includes a new chapter on Services Marketing • Deals with issues such as branding of agricultural products which have prompted industry to evolve and adopt new strategies and techniques of selling to rural areas. • Contains a separate chapter on Corporate Social Responsibility.