RURAL MARKETING: TEXT & CASES

0.0

With perspectives, insights, strategies and cases, the book provides a comprehensive coverageof changing profiles and issues, policy questions and practices in the context of rural marketing. Cast in a general marketing management frame-work, it is packed with numerous examples and many Indian cases. Rural marketing is today a key subject for management students who specialize in marketing. This book will also be an indispensable guide to professionals wanting to play games in the wonderful rural hinterland. Written in a simple and straight forward style, it makes reading easy and enjoyable. Features Helps recognize the potential of rural markets in the offing. Facilitates analysis of rural consumer behavior and evaluation of competitor's practices. Enables to design and implement marketing strategies to gain from rural market opportunities. Chapter outline in the beginning of each chapter. Practical examples to test your understanding. Summary for quick review of the chapter. End of chapter cases from companies like Arvind Mills, Asian Paints, Britannia, Hindustan Lever, UNICEF, Anand to name a few. 20 Comprehensive, real-life cases in Section IV from organizations like PepsiCo, Hero Motors, Nagarjuna Fertilizers, Centre for Applied Economic Research, Usha, Goodlass Nerolac, Hindustan Lever, Jaypee, SmithKline Beecham and many more! Contents Section I: Perspectives Marketing Management Rural Economy Rural Marketing Section II: Insights Consumer Behavior Marketing Information System Selecting and Attracting Markets Section III: Strategies Product Strategies Pricing Strategies Promotion Strategies Distribution Strategies Section IV: Cases

0.0

s Dr. C. S. G. Krishnamacharyulu is Professor, School of Business Management, Shri Venkateswara University, Tirupati. He is B.E. (Electrical) and MBA from Andhra University and PhD from Nagarjuna University. He was the recipient of gold medal from Andhra University for his outstanding performance in MBA. Dr. LalithaRamakrishnan is Coordinator of MBA Programme of Sri Padmavathi Mahila Viswa Vidyalayam, Tirupati. She has thirteen years of teaching, research and industry experience.