Since last two decades, rural sector has been getting more importance than ever for both selling to the rural sector as well as buying from the rural sector. Technology is changing and improving fast, and with this, the gap between urban and rural sector has narrowed down. In India as well as many Asian and Africa nations, it is essential to take care of rural marketing more seriously due to around 70% population residing there.
Rural marketing is also related to the environmental factors. These days, there have been very abnormal rains and floods causing heavy losses to the rural population. This subject is not similar to learning other management topics where certain plans, strategies and technologies give results. In rural marketing, the learning from experience helps better to handle various situations.
Our book on Rural Marketing which was for MBA students and published since 2004 has been very popular text book in many universities of India. Now, for BBA students, I have made efforts to bring out a shorter edition with current thinking and made it easy to read and understand. It is hoped that this book too will be well received by the fraternity of students and faculty of all the universities of Karnataka and India.
Contents –
1. Introduction to Rural Marketing
2. Rural Consumer Behaviour
3. Rural Product and Pricing Strategy
4. Rural Distribution and Communication Strategies
5. Trends in Rural Marketing
