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Author Singh, Awadhesh Kumar.
Title Rural marketing : Indian perspective / Awadhesh Kumar Singh, Satyaprakash Pandey.
Imprint New Delhi : New Age International, ©2005.

Author Singh, Awadhesh Kumar.
Subject Marketing -- India.
India -- Rural conditions.
Agriculture -- India -- Marketing.
India -- Economic policy.
Alt Name Pandey, Satyaprakash.
Description 1 online resource (ix, 217 pages) : illustrations
polychrome. rdacc
Bibliography Note Includes bibliographical references.
Contents Cover13; -- Copyright13; -- Preface & Acknowledgement13; -- Contents -- Chapter 1 Introduction -- Marketing13; -- Rural Marketing13; -- The State of the Art13; -- Rural Marketing Boom13; -- Corporate Interest in Rural Markets13; -- Market Size and Penetration13; -- Enhanced Mobility and Improved Access to Rural Markets13; -- Competition in Urban Markets13; -- Consumer Behaviour Changes and Rising Disposable Incomes13; -- Audio-Visual Media Impact13; -- The Expectation Revolution13; -- Rural Market is Indeed Important13; -- References13; -- Chapter 2 Liberalized Economy-Impact on Rural Marketing -- Economic Reforms13; -- Corporate Response to the Change13; -- Marketing in Pre-Reforms Era13; -- Rural Marketing in Changed Scenario13; -- References13; -- Chapter 3 The Rural Consumer in India -- Geographical Spread13; -- Socio-Economic Profile13; -- Diversity13; -- Literacy13; -- Lifestyles13; -- Use of Durables and Non-Durables by Indian Rural Folk13; -- Brand Preference and Loyalty13; -- Small Pack Sizes13; -- Place of Purchase13; -- References13; -- Chapter 4 Marketing of Agricultural Inputs -- Marketing Environment of Inputs-A Framework for Understanding13; -- Agronomic Potential13; -- Agro-Economic Potential13; -- Actual Consumption13; -- Demand, Media and Competition13; -- Marketing of Consumable Inputs13; -- Fertilisers Marketing13; -- Promotion and Extension13; -- Marketing of Pesticides13; -- Distribution13; -- Production13; -- Bio-Pesticides13; -- Marketing of Tractors13; -- References13; -- Chapter 5 Marketing of Agricultural Produce -- Government Efforts13; -- Structure of Agricultural Marketing13; -- Environment for Agricultural Marketing13; -- Regulated Agricultural Markets in India13; -- Features of Regulated Markets13; -- Realistic Situations13; -- Challenges in Agricultural Marketing13; -- Horticulture13; -- Floriculture13; -- Livestock and Fisheries13; -- Organic Farming13; -- Characteristics of Organic Farming13; -- Benefits of Organic Food13; -- Historical Aspect13; -- Trends in Sugar-Cane Production13; -- Sugar-Cane Supply13; -- Sugar-Cane Price13; -- Rate of Commission13; -- Payment of Sugar-Cane Price13; -- References13; -- Chapter 6 Marketing Rural Non-Farm Products -- RNFS is Important13; -- Market is the Real Test13; -- Market for Rural Products13; -- Government Efforts to Strengthen and Support Marketing of RNFS Products 13; -- KVIC'S Marketing Network13; -- Handloom Emporia13; -- Marketing Structure of Handicrafts13; -- References13; -- Chapter 7 Rural Communication -- Key Concepts13; -- Effective Messages13; -- Media13; -- Traditional13; -- Media Vehicles Available13; -- Media Effectiveness13; -- Audience Profile13; -- Media Preference13; -- Channel and Programmes Viewed13; -- Audience Behaviour13; -- Rural Communication-Challenges and Strategies13; -- Participatory Rural Communication13; -- ICT in Rural India13; -- Information and Communication Technology (ICT) in Village Level Development13; -- References13; -- Chapter 8 Marketing Rese.
Summary Rural Marketing as a separate discipline in management teaching has emerged recently. The growing importance of the subject has been well realized by the marketers, policymakers and management interns. However, there is dearth of quality literature on the subject, comprehensive coverage of all the dimensions, aspects and managerial issues pertaining to rural marketing. In most of the management institutions, a half-baked knowledge of rural marketing is being imparted to the management interns while there is more emphasis on marketing perspective on harnessing the immense potential offered by rural areas through suitable marketing planning, product mix, pricing, distribution, promotional mix, branding and communication strategies. Present book is a serious attempt to bridge the need gap in the subject.
Note Print version record.
ISBN 9788122422979 (electronic bk.)
8122422977 (electronic bk.)
OCLC # 316880933
Additional Format Print version: Singh, Awadhesh Kumar. Rural marketing. New Delhi : New Age International, ©2005 9788122416831

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