02719nam 2200577Ia 450 991082893170332120230721003720.093-5150-001-21-281-96541-3978661196541981-7829-975-5(CKB)1000000000578097(EBL)409058(OCoLC)403775666(SSID)ssj0000240113(PQKBManifestationID)11208743(PQKBTitleCode)TC0000240113(PQKBWorkID)10251537(PQKB)11262262(MiAaPQ)EBC409058(EXLCZ)99100000000057809720070808d2007 uy 0engur|n|---|||||txtccrRural marketing[electronic resource] targeting the non-urban consumer /Sanal Kumar Velayudhan2nd ed.Los Angeles ;London Response20071 online resource (251 p.)Description based upon print version of record.0-7619-3588-6 Includes bibliographical references (p. [242]-249).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 AuthorThis 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 detaMarketingIndiaConsumer behaviorIndiaIndiaRural conditionsMarketingConsumer behavior658.800954/091734658.8700954091734Velayudhan Sanal Kumar1955-1637056MiAaPQMiAaPQMiAaPQBOOK9910828931703321Rural marketing3978638UNINA