Rural Marketing - Growing the Non-Urban Consumer

Rural markets offer a sizable and resilient pool of consumers to organisations 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.

List of contents

1 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 World

About the author

Sanal 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.

Summary

Rural markets offer a sizable and resilient pool of consumers to organisations 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.

Product details

• Authors: Sanal Kumar Velayudhan, Sanal Kumar (Iim Nagpur Velayudhan, Velayudhan Sanal Kumar
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 14.02.2024
• EAN: 9781032685250
• ISBN: 978-1-0-3268525-0
• No. of pages: 236
• Subjects: Natural sciences, medicine, IT, technology > Biology > Agriculture, horticulture; forestry, fishing, food; Social sciences, law, business > Business > Economics; BUSINESS & ECONOMICS / Economics / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Industries / Agribusiness, Sales & marketing management, Agricultural Economics, Sales and marketing management, Agricultural and rural economics, Rural Markets;low-income markets;marketing textbook