Rural marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan.
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TextLanguage: English Publisher: Los Angeles ; London : Response, 2007Edition: 2nd edDescription: 249 p. : ill. ; 22 cmISBN: 9780761935889 (hard back); 0761935886 (hard back)Subject(s): Marketing -- India | Consumer behavior -- IndiaDDC classification: 658.800 Online resources: Click here to access online | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 658.800 VEL (Browse shelf) | Available | 46165 |
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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.
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