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: in Indian Perspective 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...