Rural marketing : targeting the non-urban consumer /
Velayudhan, Sanal Kumar, 1955-
Rural marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan. - Second edition. - New Delhi ; Thousand Oaks, Calif. : Sage, 2007. - 249 pages : illustrations ; 22 cm.
Includes bibliographical references 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 (pbk) 9788178297491 (India pbk)
\\2007032916
658.800954/091734
Rural marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan. - Second edition. - New Delhi ; Thousand Oaks, Calif. : Sage, 2007. - 249 pages : illustrations ; 22 cm.
Includes bibliographical references 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 (pbk) 9788178297491 (India pbk)
\\2007032916
658.800954/091734