000			02319cam a22002538i 4500
005			20220523111213.0
008			170502s2017 cau 001 0 eng
010			_a 2017008578
020			_a9789386062765 (print : alk. paper) _c575.00
040			_aS.X.U.K
041			_aEnglish
082	0	0	_aR 658.8 KUM(RUL)
100	1		_aKumar, Dinesh
245	1	0	_aRural marketing : _bchallenges and opportunities / _cDinesh Kumar, Formerly Associate Professor, Birla Institute of Management Technology (BIMTECH), Greater Noida, Punam Gupta, Associate Professor, Dev Samaj College for Women, Chandigarh.
260			_aNew Delhi _bSage _cc2017
300			_a494p _bPB.
500			_aWith 700 million prospective consumers including about 40 per cent of the country middle-income group, the sheer size of India rural market itself speaks of its huge This new textbook discusses how the application of traditional marketing theories transforms when the ‘fourth sector’, or the emergence of social business, comes into play. Drawing from latest research, Rural Marketing: Challenges and Opportunities closely analyses two crucial components of the rural market—marketing to rural areas and empowering the ‘bottom-of-pyramid’ (BoP) markets to create successful business ventures. Written as per the prescribed curriculum of rural management and rural marketing courses offered by the major universities in India, this book goes beyond discussing just the strategies to sell products to village economies. Infused with numerous real-life case studies of companies that have ventured into the field, this book will prove to be an extremely useful resource in understanding the uniqueness, dynamics and challenges of marketing in rural areas. Key Features: · Rich pedagogy including opening and closing case studies, mini case studies, engaging chapter-end exercises and project assignments · Inclusion of references to recent research data, important journal articles and videos for classroom teaching · Comprehensive overview of the future of rural marketing through BoP approach, social enterprises and use of big data Includes index
650		0	_aMarketing
650		0	_aTarget marketing
650		0	_aPoor
650		0	_aBusiness planning
700	1		_aGupta, Punam, _4auth.
942			_cMBA REF
999			_c6907 _d6907