"Over the years, marketers and researchers have realised that urban markets in India are fast reaching saturation levels and consequently rural markets in India have a huge untapped potential. The book presents specific reasons for growing importance of rural markets and defines some key relevant concepts. Moreover, the geo-demographic, economic and cultural environment along with the status of rural infrastructure has also been discussed in detail. It also describes various aspects related to product and pricing and examines various decisions that the companies would have to make with regard to these two elements of the rural marketing-mix. The book holds various strategic and managerial implications for marketers and researchers engaged/interested in Indiaís vast rural market. "

Rural Marketing as a separate discipline in management teaching has emerged recently. The growing importance of the subject has been well realized by the marketers, policymakers and management interns. However, there is dearth of quality literature on the subject, comprehensive coverage of all the dimensions, aspects and managerial issues pertaining to rural marketing. In most of the management institutions, a half-baked knowledge of rural marketing is being imparted to the management interns while there is more emphasis on marketing perspective on harnessing the immense potential offered by rural areas through suitable marketing planning, product mix, pricing, distribution, promotional mix, branding and communication strategies. Present book is a serious attempt to bridge the need gap in the subject.

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.

Rural Marketing In Indian Context Assumes Greater Importance As A Wind Of Change Is Blowing Form Three Angles Firstly, Changing Rural Scene Towards Development In Different Spheres Owing To Success Of Green Revolution, White Revolution And Grey Revolutions And Consequent Raise In The Rural Incomes; Secondly Changes In Market Conditions Resulted From The Transformation Of Sellers Market Into Buyers Market Consequent To New Innovations, Modern Technology, Increased Production, Increased Competition And Stagnated Urban Markets; And Lastly The Changing Government Policy Towards Liberalization And Globalisation Of The Indian Economy. This Book Is A Comprehensive Work On Rural Marketing Covering Almost All The Dimensions Of Rural Marketing The Rural Marketing Environment, Its Structure, Different Purchasing, Selling, Pricing, Sales Promotion, Financial And Accounting Practices Of Rural Marketers Dealing In Different Merchandise, Problems And Performance Of Rural Markets Are Critically Analysed. Marketing Starts With Consumer And Ends With The Consumer. Consumer Satisfaction Is The Key For The Successful Marketing. But The Key To Consumer Satisfaction Lies In Understanding The Consumer, His Likes, Dislikes, His Expectations, Shopping Behaviour Etc. Therefore, An Attempt Is Also Made In This Book To Study The Rural Consumer Profile, Their Shopping Behaviour, Buying Process And Their Level Of Satisfaction With Regard To Rural Marketing Practices. This Volume Provides And Insight Into The Rural Marketing Environment.This Book Is A Significant Addition To The Existing Rare Stock Of Knowledge On Rural Marketing. It Is Extremely Useful For Industrialists, Academics, Researches, Students Of Commerce And Business Management As Well As Practitioners In Marketing Management In Rural Areas.