e-book

Rural marketing: targeting the non-urban consumer

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Rural markets have changed considerably since the fi rst edition of this book. This edition has revisions and additions to meet the challenges that the managers marketing products and services to rural markets face because of the changes in the environment of these markets. This revised edition retains the managerial perspective of the earlier version. The fi rst edition had provided a framework to structure the subject of Rural Marketing. It is gratifying to note that the book created interest in the subject which is now offered as an independent course of study in many business schools. The topic is also of growing interest to students
from developed countries wanting to understand such markets in India with the book used as recommended text in courses offered to management students in Europe and the US.

The fi rst edition had examined issues in the rural markets and also explored managerial options for the issues faced by the marketer. This edition examines in greater detail the concept of rural markets and rural marketing and explores some more methods that marketers use to access the rural consumer. The conceptualization and decision options refl ect the changes in the socio-economic and technological environment of rural markets.

The revised edition has a new chapter that examines the emerging channels that marketers are using to access rural markets. The effectiveness of these channels in accessing the rural markets and the reasons for their effectiveness are examined in this chapter. Structural variation in this edition is the reorganisation of material on rural consumers. A chapter on ‘profile of the rural market’ gives the reader an understanding of
the rural market through data on the market size, demographics, consumption expenditure, and penetration levels for products. Such a presentation helps the reader to easily identify quantitative data. The reader will not lose continuity in the presentation if he/she prefers to skip this chapter initially and come back to it later.

A few other books on rural marketing have followed the first edition of this book. The distinguishing feature of this book is that it continues to be a highly readable book with a strong managerial orientation. The conceptual framework developed for the subject of rural marketing in this book sets it apart from the other books that have tried marrying this framework and that of the standard marketing textbooks.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

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Penerbit

London : SAGE Publications Ltd., 2007

Deskripsi Fisik

HF5415.12.I5V45 658.800954'091734—dc22

Bahasa

English

ISBN/ISSN

978-81-7829-749-1

Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

2nd ed.

Subjek

PEMASARAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

agus

Versi lain/terkait

Lampiran Berkas

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