Rural Marketing Management aims at providing a comprehensive and necessary coverage of important aspects, the prevalent trends, present developments and necessary approaches from different organisations and their roles in organising rural marketing operations to become an essential economic activity in the Indian economy. The principal objective of the work is to present in detail the process of operation of Rural Marketing to be an essential approach towards economic development of the Indian economy as a whole. The book contains rich explanations of rural marketing concepts, principles, and techniques involved in organising rural marketing operations in the best interest of the rural farmers, consumers and the entire population of India. There was a dire need of detailed information about the marketing approaches in rural India in a book to help the students of Postgraduate levels of Management in Indian Universities and Management Institutions. An attempt is being made in this work to meet the said need. The book, thus, contains 26 chapters to cover the need satisfactorily.
Contents –
1. The Rural India – The Potential Rural Market
2. Rural Marketing – A Conceptual Analysis
3. Rural Marketing Environment
4. Weaknesses that Impede Rural Marketing
5. Rural Marketing Research
6. The Rural Consumers – The Rural Buyers
7. Determinants of Rural Consumer Behaviour
8. Trends in Rural Consumer Behaviour & Rural Marketing Approaches
9. The Agricultural Marketing – An Important Facet of Rural Marketing
10. Agricultural Marketing – The Original Profile of Rural Marketing
11. Marketing of Agricultural Inputs – Another Facet of Rural Marketing
12. Marketing of Agricultural Produce – The Principal Ingredient of Agricultural Marketing
13. Marketing of Rural Industrial Products – Another Important Component of Rural Marketing
14. Export Marketing of Agricultural Produce
15. Rural Marketing of Firm Products Consumables and Consumer Durables
16. Institutional Role in Rural Marketing – Cooperative Marketing Societies
17. Institutional Role in Rural Marketing – Financial Institutions and Cooperative Credit Societies
18. Rural Marketing Strategies
19. Rural Market Segmentation and Targeting
20. Product Related Strategy for Rural Markets
21. Pricing Policy Decisions
22. Promotion Decisions – Promotion in Rural Markets
23. Sales Promotion Decisions and Rural Marketing
24. Distribution Strategies – Measures to Approach Rural Marketing
25. Social Marketing Concept and Rural Marketing
26. Case Studies on Rural Marketing
