TY  - BOOK
AU  - Velayudhan, Sanal Kumar, 
TI  - Rural marketing: targeting the non-urban consumer 
SN  - 9780761935889 (hard back)
AV  - 658.804 VEL
U1  - 658.804 
PY  - 2007///
CY  - New Delhi ; , Thousand Oaks, Calif.
PB  - SAGE
KW  - Marketing
KW  -  India
KW  - Consumer behavior
KW  - India
KW  -  Rural conditions
N1  - 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
ER  -