Rural Marketing : targeting the non-urban consumer /
Velayudhan, Sanal Kumar, 1955-
Rural Marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan. - 2nd ed. - Los Angeles ; London : Response, 2007. - 249 p. : ill. ; 22 cm.
Includes bibliographical references (p. [242]-249).
Rural marketing : opportunities and challenges -- Profile of the rural market -- Rural consumer -- Researching rural markets -- Value offering -- Communicating in the rural market landscape -- Communication : language and culture -- Operationalizing communication strategy : issues and approaches in media -- Retailer as a route to the rural market -- Haats, Melas and mobile traders -- Access the rural consumer : emerging channels -- A competitive strategy for rural markets.
9780761935889 (hard back) 0761935886 (hard back)
Marketing--India.
Consumer behavior--India.
658.8 / VEL
Rural Marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan. - 2nd ed. - Los Angeles ; London : Response, 2007. - 249 p. : ill. ; 22 cm.
Includes bibliographical references (p. [242]-249).
Rural marketing : opportunities and challenges -- Profile of the rural market -- Rural consumer -- Researching rural markets -- Value offering -- Communicating in the rural market landscape -- Communication : language and culture -- Operationalizing communication strategy : issues and approaches in media -- Retailer as a route to the rural market -- Haats, Melas and mobile traders -- Access the rural consumer : emerging channels -- A competitive strategy for rural markets.
9780761935889 (hard back) 0761935886 (hard back)
Marketing--India.
Consumer behavior--India.
658.8 / VEL
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