Rural marketing : targeting the non-urban consumer /
Velayudhan, Sanal Kumar, 1955-
Rural marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan. - 2nd ed. - New Delhi ; Thousand Oaks, Calif. : SAGE, 2007. - 249 p.; 20 cm.
Includes bibliographical references (p. ) and index.
Rural marketing : opportunities and challenges -- Profile of the rural market -- Rural consumer -- Researching rural markets -- Value offering -- Communicating in the rural market landscape -- Communication : language and culture -- Operationalizing communication strategy : issues and approaches in media -- Retailer as a route to the rural market -- Haats, melas and mobile traders -- Access the rural consumer : emerging channels -- A competitive strategy for rural markets.
9780761935889 (hard back)
Marketing -- India.
Consumer behavior -- India.
India -- Rural conditions.
658.804 / VEL
658.804 / VEL [ Shelf 68 ]
Rural marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan. - 2nd ed. - New Delhi ; Thousand Oaks, Calif. : SAGE, 2007. - 249 p.; 20 cm.
Includes bibliographical references (p. ) and index.
Rural marketing : opportunities and challenges -- Profile of the rural market -- Rural consumer -- Researching rural markets -- Value offering -- Communicating in the rural market landscape -- Communication : language and culture -- Operationalizing communication strategy : issues and approaches in media -- Retailer as a route to the rural market -- Haats, melas and mobile traders -- Access the rural consumer : emerging channels -- A competitive strategy for rural markets.
9780761935889 (hard back)
Marketing -- India.
Consumer behavior -- India.
India -- Rural conditions.
658.804 / VEL
658.804 / VEL [ Shelf 68 ]