Overview

This highly practical and informative book provides unique insights into the essential features of rural markets in India as well as challenges posed by the rural consumer. Retaining the managerial perspective of the first edition, this second edition has been thoroughly revised and expanded, and examines in greater detail the concept of rural markets and rural marketing. It also contains numerous short cases to illustrate how social and cultural habits influence rural consumer behaviour. The book contains comprehensive insights into: - The nature and patterns of rural behaviour. - A detailed profile of the rural market. - The opportunities available in rural markets and new methods used to access the rural consumer. - Strategic decisions for new product development. - Promotion, distribution, communication, and channel servicing decisions. - the importance of rural market institutions such as haats and melas. - Emerging channels to access rural market. A guide to strategic marketing and management decisions, this book will be of interest to students of marketing and management as well as professionals in the field.

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9780761935889

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Reviews

The book shows the capability of using a reader friendly style of communication and construction of argument. It presents an able combination of theoretical and practical insights which are useful for understanding the complexity of rural marketing. It is an important addition to the existing literature on rural marketing. -- The Journal of Entrepreneurship Compulsory read for every maketer who aspires to target the non-urban consumer. -- Business Line

Author Information

Sanal Kumar Velayudhan is Professor in the Area of Marketing, at the Indian Institute of Management, Kozhikode. He is also Fellow, Indian Institute of Management, Ahmedabad. He began his career in 1977 as faculty member in the Department of Business Management at Osmania University, Hyderabad. He then had a stint in marketing, and as a senior executive in a bank. He was Associate Professor at Xavier Labour Relations Institute (XLRI), Jamshedpur, from 1991 to 1997; worked at the Centre for Management Development, Thiruvananthapuram from 1977–1998; and was professor and Area Chairman, Marketing at the Administrative Staff College of India from 1998 to 2007.  Professor Velayudhan has designed and directed training programmes in general management and in marketing, besides teaching post-graduate programmes at XLRI. He also taught as visiting faculty at the Indian Institute of Management, Ahmedabad; MDI, Gurgaon, and BITS Pilani. He has handled marketing assignments for centre and state level public sector units, banks and also in the cooperative sector in the areas of product line decisions, product positioning, customer satisfaction and service quality studies, evaluation of new service products, among others.  His research interests include communication and diffusion, rural markets, small business marketing, product management and marketing of services. He has authored many papers in the areas of rural marketing, brand management, and small business marketing and strategy. Some of his articles were published in Journal of Small Business Economics, Asian Case Research Journal and Energy Policy.

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