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OverviewRural markets offer a sizable and resilient pool of consumers to organizations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy. The book: - includes in-depth discussions on critical issues in rural markets as well as case-studies that examine their socio-cultural nuances, peculiarities, and their economic and technological environments; - looks at concepts that are unique to rural markets from the perspective of the buyer and the marketer and analyses buying behaviour and its influences as well as the pricing, value, and positioning of products by brands; - analyses emerging trends and the future of these markets and the introduction of digitization and ecommerce in rural areas; - offers marketing tools and a detailed understanding of rural markets for professionals working in small or low-income markets. The cutting-edge learning tools presented in this book will make it of interest to professionals, students, and researchers working in rural marketing and management, business and economics, management studies, business planning, and marketing. Full Product DetailsAuthor: Sanal Kumar Velayudhan (IIM Nagpur, India)Publisher: Taylor & Francis Ltd Imprint: Routledge India Weight: 0.630kg ISBN: 9781032518756ISBN 10: 1032518758 Pages: 236 Publication Date: 14 February 2024 Audience: College/higher education , Tertiary & Higher Education Format: Hardback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of Contents1 Rural Marketing: Opportunities and Challenges 2 Environment and Profile of the Rural Market 3 Rural Consumer 4 Researching Rural Markets 5 SAgA of Rural Market Segmentation: Segmentation, Aggregation, and Affordability 6 Positioning for Value 7 Value Creation through Innovation and Product Strategy 8 Service Creation and Delivery in Fragmented Rural Market: Role of People and Technology-Supported Process 9 Pricing for Value Creation 10 Communication Strategy for Rural Markets 11 Influences Shaping Communication Strategy 12 Operationalizing Communication Strategy 13 Managing Rural Channels 14 Traditional Rural Retail Institutions Beyond the Village Shop 15 Emerging Channels in Rural Market 16 Strategies for Rural Markets 17 Future of Rural Market in a Connected WorldReviewsAuthor InformationSanal Kumar Velayudhan is a Fellow at the Indian Institute of Management (IIM), Ahmedabad. He was Dean at IIM Kozhikode and is an Adjunct Faculty at IIM Nagpur. He has directed training programmes and handled consultancy assignments in the areas of product decisions, rural markets, and strategic marketing. His areas of research and publication are communication and diffusion, rural markets, small business marketing, and product and brand management. Tab Content 6Author Website:Countries AvailableAll regions |
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