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Agricultural research has so far concentrated on the supply side. But while a number of research institutes contribute to the science of agricultural production, what happens to the output thereafter has been neglected. Yet, rural marketing is an extremely important area which can benefit from marketing theory and practice to reduce waste and increase efficiency of distribution of farm produce. This is the first book that talks about rural marketing not only in terms of supply of manufactured products to villages but also in terms of reforming and empowering villages through efficiency in agricultural distribution and marketing. The coverage, both in the text and in the huge number of cases, is amazing. I have no hesitation in saying that this is the best book on the subject and will be of immense use for agricultural and rural management institutes.  -- Vinod Mittal Chairman, * Dolphin (PG) College of Science and Agriculture, Chandigarh * Marketers since the first decade of the liberalization of the Indian economy have realized the importance of rural markets for growth. This renewed interest on rural markets has led to a number of books on the subject. Most of them create an impression that rural consumers are waiting for the marketers to arrive and to sell them goods. Whereas, the fact is that these markets need to be carefully nurtured before they yield any success. There has always been a need for a book that would provide a holistic and realistic view of the subject and not reduce it to the marketing of ‘soaps and shampoos’ to them. This book takes a fresh look at the subject and provides a rounded view by incorporating the developmental aspects of rural marketing and providing cases of enlightened rural marketing.  -- Pratik Modi * Associate Professor of Marketing Institute of Rural Management, Anand *

Marketers since the first decade of the liberalization of the Indian economy have realized the importance of rural markets for growth. This renewed interest on rural markets has led to a number of books on the subject. Most of them create an impression that rural consumers are waiting for the marketers to arrive and to sell them goods. Whereas, the fact is that these markets need to be carefully nurtured before they yield any success. There has always been a need for a book that would provide a holistic and realistic view of the subject and not reduce it to the marketing of `soaps and shampoos' to them. This book takes a fresh look at the subject and provides a rounded view by incorporating the developmental aspects of rural marketing and providing cases of enlightened rural marketing. -- Pratik Modi * Associate Professor of Marketing Institute of Rural Management, Anand * Agricultural research has so far concentrated on the supply side. But while a number of research institutes contribute to the science of agricultural production, what happens to the output thereafter has been neglected. Yet, rural marketing is an extremely important area which can benefit from marketing theory and practice to reduce waste and increase efficiency of distribution of farm produce. This is the first book that talks about rural marketing not only in terms of supply of manufactured products to villages but also in terms of reforming and empowering villages through efficiency in agricultural distribution and marketing. The coverage, both in the text and in the huge number of cases, is amazing. I have no hesitation in saying that this is the best book on the subject and will be of immense use for agricultural and rural management institutes. -- Vinod Mittal Chairman, * Dolphin (PG) College of Science and Agriculture, Chandigarh *

Author Information

Dinesh Kumar (PhD) is an Associate Professor at Jagran Lakecity University, Bhopal. He has corporate experience of over 15 years, after which he switched to teaching in 1995. He has taught at leading business schools in India, including BIMTECH; FORE School of Management; Amity Global Business School, Mohali; and University Business School, Panjab University, Chandigarh. He has travelled widely and has written extensively on sustainable development, environment and social marketing. He is the author of four major books on marketing, including Marketing Channels (2012), Consumer Behaviour (2015), The Connected Consumer (2015) and Rural Marketing (2017), which was published by SAGE. Punam Gupta, PhD, is Associate Professor at Dev Samaj College for Women, Chandigarh, where she has been working since 1980. She did her PhD research in English literature. She was awarded gold medal during her BA Hons (English) and again for obtaining the first position in Panjab University in MA (English). Dr Gupta has written many research papers and participated in seminars on issues such as gender sensitization, green economics, environment studies, value education, media and society. She also participated in UGC SAM Workshop on Capacity Building for Women Managers in Higher Education. She was the co-author of the paper on Social Marketing and Behaviour Change, presented at Queen Mary University of London in 2015. She has also recently published a book on English grammar for Indian students.

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