Rural Marketing

ISBN-13: 9781032518756 / Twarda / 2024 / 216 str.

India) Velayudhan Sanal Kumar (IIM Nagpur

Opis

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.

Spis treści

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. Product strategy and innovation to create value 8. Fragmentation and intangibility of rural service: people and technology-supported processes create and deliver service 9. Pricing in rural markets: Affordability and Value creation 10. Communication strategy for rural markets 11. Influences shaping communication strategy 12. Operationalising communication strategy 13. Distribution strategy and rural shops 14. Traditional rural retail institutions beyond the village shop 15. Access the rural consumer: emerging channels 16. Strategies for rural markets 17. Future of rural market in a connected world

O autorze

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 programs 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.