Rural marketing : targeting the non-urban consumer
Velayudhan, Sanal Kumar
Rural marketing : targeting the non-urban consumer Book - Ed.2 - New Delhi Response Books 2007 - 250p.
List of Tables 8 List of figures 10 List of Boxes 11 Preface to the Second Edition 14 Preface to the First Edition 1 6 1Rural Marketing: Opportunities and Challenges 19 2Profile of the Rural Market 40 3Rural Consumer 57 4Researching Rural Markets 80 5Value Offering 94 6Communicating in the Rural Market Landscape 110 7Communication: Language and Culture 125 8Operationalising Communication Strategy: 136 Issues and Approaches in Media 9Retailer as a Route to the Rural Market 163 10 Hoots, Melas and Mobile Traders 181 11 Access the Rural Consumer: Emerging Channels 195 12 A Competitive Strategy for Rural Markets Appendix: Reference for Cases on Rural Marketing 240 Bibliography 242 About the Author 250
8178297493
338.18091734 / VEL
Rural marketing : targeting the non-urban consumer Book - Ed.2 - New Delhi Response Books 2007 - 250p.
List of Tables 8 List of figures 10 List of Boxes 11 Preface to the Second Edition 14 Preface to the First Edition 1 6 1Rural Marketing: Opportunities and Challenges 19 2Profile of the Rural Market 40 3Rural Consumer 57 4Researching Rural Markets 80 5Value Offering 94 6Communicating in the Rural Market Landscape 110 7Communication: Language and Culture 125 8Operationalising Communication Strategy: 136 Issues and Approaches in Media 9Retailer as a Route to the Rural Market 163 10 Hoots, Melas and Mobile Traders 181 11 Access the Rural Consumer: Emerging Channels 195 12 A Competitive Strategy for Rural Markets Appendix: Reference for Cases on Rural Marketing 240 Bibliography 242 About the Author 250
8178297493
338.18091734 / VEL