Rural Marketing-Environment, Problems And Strategies, Attempts To Rectify The Lacunae Of A Near Total Absence Of Any Comprehensive Text On Rural Marketing. This Is Despite The Fact That Almost Three-Fourths Of India S Population Is Rural And One-Third Of Its National Income Is Generated By The Rural Areas. In The Present Context Of The Downturn In The Economy, Many Companies Producing Consumables And Durables Are Being Sustained By Rural Demand Which Has Brought A Sharp Focus On Rural Markets. This Third Edition Has Been Thoroughly Revised In View Of The Above. Rural Marketing Provides An In-Depth Analysis Of The Environment, The Problems Associated With Rural Marketing And Also The Strategies That Can Be Successfully Adopted. This Book Offers An Interesting Reading For Academicians, Students And A New Class Of Forced Entrepreneurs Which Is Emerging As A Consequence Of The Present Economic Upheaval. It Also Offers An Interesting Reading For General Readers Who Are Curious To Know About The Vibrant Dynamics Of Rural India.

The Covid-19 pandemic brought about significant changes in the world order. It not only reshaped the global geopolitical architecture but also created newer challenges and opportunities for international trade and businesses. This book deliberates on these new global realities through a multidisciplinary perspective. It delves into various key issues pertaining to finance, infrastructure, policy, geostrategy, and entrepreneurship in the Indian context. The volume discusses themes such as geostrategic shifts and their impact on the Indo-Pacific region, the effects of Covid-19 on international and economic security, India-China bilateral ties, FDI spill over on domestic firms, entrepreneurship education in India, and the Thai Canal project. Rich in insights on various geo-economic perspectives that continue to shape the global business environment, the book will be useful for students and scholars of sociology, business management, business economics, international trade, geopolitics, international relations, political sociology, and political studies. It will serve as a useful reference for academics, researchers, think tanks, industry professionals, and policymakers.

Mahatma Gandhi, in his famous speech during the Lahore session of the Congress in 1929, said, “India lives in her villages.” It is relevant even today after eight decades progress and an astonishing invasion of technology. Technological progress and the tremendous development of the IT sector often blind many of us to the toils of the rural tiller who brings our daily lunch. No effort for national development can ignore the villages; they determine the destiny of the country. Rural development is no more something that emerges from the common sense of a select few; it is the result of organized work involving the techniques of modern management. This emphasizes the need of a broad-based research in the field of rural management also reflecting in management education. This book is an attempt in that direction. I sincerely hope that this book will provide insights into the subject to faculty members, researchers and students from the management institutes, consultants, practicing managers from industry and government officers.

Preface In the vast and diverse landscape of India, where traditions and modernity coexist harmoniously, lies an often overlooked yet crucial aspect of marketing—rural marketing. The heartbeat of rural India resonates with the rhythms of tradition, culture, and close-knit communities, creating a unique ecosystem that requires a distinct approach to marketing. This book delves deep into the realm of rural marketing in the Indian context, unraveling its intricacies, challenges, and immense potential. It is a comprehensive exploration of how marketing strategies must adapt and evolve to cater to the diverse needs, aspirations, and dynamics of rural consumers and markets. Rural India constitutes a substantial portion of the country's population, and its significance in the overall economic landscape cannot be underestimated. However, the intricacies of rural markets often pose challenges that differ vastly from urban counterparts. Factors such as limited infrastructure, cultural diversity, varying consumer behavior, and the interplay of traditional and modern influences require a nuanced understanding that conventional marketing theories do not always address. Through a combination of empirical research, case studies, and expert insights, this book endeavors to bridge the gap in understanding rural marketing dynamics. It equips marketers, entrepreneurs, academics, and policymakers with the knowledge necessary to navigate the complex world of rural markets successfully. From understanding the rural consumer psyche to tailoring product offerings, distribution channels, and communication strategies, each chapter offers valuable insights that can shape effective marketing campaigns and strategies. As we embark on this journey through the pages of this book, we invite readers to explore the challenges and opportunities that rural marketing presents. We will navigate the dusty bylanes, vibrant markets, and quaint villages to uncover the hidden gems of knowledge that hold the key to tapping into the immense potential that rural India holds. Along the way, we will discover that rural marketing is not just a business endeavor; it is a testament to the rich tapestry of traditions and aspirations that define the Indian rural landscape. We extend our gratitude to the experts, practitioners, and researchers who have contributed their valuable insights to this endeavor. Their collective wisdom serves as a guiding light for anyone seeking to understand and excel in the realm of rural marketing. As the journey begins, let us embrace the challenges, learn from the experiences, and emerge with a deeper appreciation for the power of effective rural marketing in shaping the future of India's economic and social fabric. Welcome to the world of rural marketing in the Indian context. Dr. Vijay Uprikar Author