000			01487nam a22001697a 4500
020			_a9788126938339
082			_a658.80091734 _bDIN/R
100			_aDinesh Kumar
245			_aRural marketing: _bchallenges and opportunities
260			_aNew Delhi _bAtlantic publishers _c2024
300			_a494p.
520			_aWith 700 million prospective consumers including about 40 per cent of the country middle-income group, the sheer size of India rural market itself speaks of its huge This new textbook discusses how the application of traditional marketing theories transforms when the ‘fourth sector’, or the emergence of social business, comes into play. Drawing from latest research, Rural Marketing: Challenges and Opportunities closely analyses two crucial components of the rural market—marketing to rural areas and empowering the ‘bottom-of-pyramid’ (BoP) markets to create successful business ventures. Written as per the prescribed curriculum of rural management and rural marketing courses offered by the major universities in India, this book goes beyond discussing just the strategies to sell products to village economies. Infused with numerous real-life case studies of companies that have ventured into the field, this book will prove to be an extremely useful resource in understanding the uniqueness, dynamics and challenges of marketing in rural areas.
650			_amanagement of marketing
650			_aRural marketing
700			_aPunam Gupta
942			_cBK
999			_c77077 _d77077