Rural markets offer a sizable and resilient pool of consumers to organisations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy.
Rural markets offer a sizable and resilient pool of consumers to organisations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy.
Sanal Kumar Velayudhan is a Fellow at the Indian Institute of Management (IIM), Ahmedabad. He was Dean at IIM Kozhikode and is an Adjunct Faculty at IIM Nagpur. He has directed training programmes and handled consultancy assignments in the areas of product decisions, rural markets, and strategic marketing. His areas of research and publication are communication and diffusion, rural markets, small business marketing, and product and brand management.
Inhaltsangabe
1 Rural Marketing: Opportunities and Challenges 2 Environment and Profile of the Rural Market 3 Rural Consumer 4 Researching Rural Markets 5 SAgA of Rural Market Segmentation: Segmentation, Aggregation, and Affordability 6 Positioning for Value 7 Value Creation through Innovation and Product Strategy 8 Service Creation and Delivery in Fragmented Rural Market: Role of People and Technology-Supported Process 9 Pricing for Value Creation 10 Communication Strategy for Rural Markets 11 Influences Shaping Communication Strategy 12 Operationalizing Communication Strategy 13 Managing Rural Channels 14 Traditional Rural Retail Institutions Beyond the Village Shop 15 Emerging Channels in Rural Market 16 Strategies for Rural Markets 17 Future of Rural Market in a Connected World
1 Rural Marketing: Opportunities and Challenges 2 Environment and Profile of the Rural Market 3 Rural Consumer 4 Researching Rural Markets 5 SAgA of Rural Market Segmentation: Segmentation, Aggregation, and Affordability 6 Positioning for Value 7 Value Creation through Innovation and Product Strategy 8 Service Creation and Delivery in Fragmented Rural Market: Role of People and Technology-Supported Process 9 Pricing for Value Creation 10 Communication Strategy for Rural Markets 11 Influences Shaping Communication Strategy 12 Operationalizing Communication Strategy 13 Managing Rural Channels 14 Traditional Rural Retail Institutions Beyond the Village Shop 15 Emerging Channels in Rural Market 16 Strategies for Rural Markets 17 Future of Rural Market in a Connected World
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