New Trends in Rural Marketing

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Today the study of marketing needs a global perspective. During the last ten years, India has been going through a process of economic reforms, liberalization and globalization. The country's economy and markets are getting integrated with the global economy and markets. It will be evident form the various discussions that the Indian rural market is at once fascinating and challenging. It offers large scope on account of its size and potential. The urban market is highly competitive. The rural market is fairly quiet. For certain products, it is totally a virgin market. The catch is that the market also poses several problems and hurdles. The articles presented in the book pertainto the concept and philosophy of 'Rural Marketing' and other related aspects. Rural marketing is very necessary for every organization, hence organizations are required to taken effective steps to develop Rural Marketing.

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Professor S C Jain did Ph.D. And D.Litt and is a former Professor and Head Department of Accountancy and Business Statistics at the University of Rajasthan, Jaipur. He has contributed a number of articles and research papers to leading journals. Presently Professor Jain is Honorary Secretary General of the Research Development Association and Research Development Research Foundation. He is Editor-in-Chief of The Journal of Accounting & Finance, which is a prestigious journal published by the Research Development Association. Prof. Jain is also Editor-in-Chief to The Journal of Banking, Information Technology and Management published by the Research Development Research Foundation. Professor Jain is closely associated with a good many academic bodies. He is the Honorary Secretary of the Jaipur Management Association and Vice-President of Rajasthan Chamber of Commerce and Industry. He was president of the Indian Accounting Association during 2000-2001. Professor Jain is at present an executive member of the Rajasthan Productivity Council. He has been President Jaipr Stock Exchange Ltd. During 2000 to March, 2004. He is a Life Member of several associations i.E. All India Management Association, All India Tax Federation and Trustee of Rajputana Unani Tibbi College, Jaipur. Professor Jain has been teaching PG Courses since 1978. A good many students have got the degree of Ph.D. Under his supervision. His areas of specialization are taxation and tax planning, management, management accounting, financial management, accounting and computers.