Rural marketing : targeting the non-urban consumer - Velayudhan, Sanal Kumar, 1955- (New Delhi ; Thousand Oaks, Calif. : Sage, 2007)
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.
Includes bibliographical references and index.
Karim International
Keywords: Marketing -- India; Consumer behavior -- India; India -- Rural conditions