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Record Nr. |
UNINA9910828931703321 |
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Autore |
Velayudhan Sanal Kumar <1955-> |
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Titolo |
Rural marketing [[electronic resource] ] : targeting the non-urban consumer / / Sanal Kumar Velayudhan |
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Pubbl/distr/stampa |
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Los Angeles ; ; London, : Response, 2007 |
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ISBN |
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93-5150-001-2 |
1-281-96541-3 |
9786611965419 |
81-7829-975-5 |
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Edizione |
[2nd ed.] |
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Descrizione fisica |
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1 online resource (251 p.) |
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Disciplina |
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658.800954/091734 |
658.8700954091734 |
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Soggetti |
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Marketing - India |
Consumer behavior - India |
India Rural conditions |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references (p. [242]-249). |
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Nota di contenuto |
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Cover; Contents; Preface to the Second Edition; Preface to the First Edition; Rural Marketing; Profile of the Rural Market; Rural Consumer; Researching Rural Markets; Value Offering; Communicating in the Rural Market Landscape; Communication; Operationalising Communication Strategy; Retailer as a Route to the Rural Market; Haats, Melas and Mobile Traders; Access the Rural Consumer; A Competitive Strategy for Rural Markets; Appendix; Bibliography; About the Author |
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Sommario/riassunto |
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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 deta |
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