TY  - BOOK
AU  - Kashyap, Pradeep
AU  - Raut, Siddhartha
TI  - Rural marketing book
SN  - 8177225588
U1  - 658.80091732 
PY  - 2010///
CY  - New Delhi
PB  - Biztantra
KW  - Management science
KW  - Marketing -- India
KW  - Rural industries -- India
KW  - Marketing -- Inde
KW  - Industrie rurale -- Inde
KW  - Rural industries
KW  - India
KW  - Street-railroads -- Developing countries
KW  - Urban transportation -- Developing countries
KW  - Local transit -- Developing countries
KW  - Trolley buses -- Developing countries
N1  - CONTENTS: Foreword  xix Note from rural marketing agencies association of India (RMAAI)  xx Acknowledgements  xxi 1. The call of rural India  1 2. Rural marketing environment  8 3. The rural economy : a reality check  27 4. Rural consumer behavior  54 5. Rural market research  86 6. Targeting, segmenting and positioning  100 7. Product strategy  125 8. Pricing strategy  156 9. Distribution strategy  172 10. Communication strategy  207 11. Innovation in rural markets  254 12. Financial services  270 13. The future of rural marketing  282 Appendices  289 Appendix A : Data Tables Section II : Data on rural infrastructure  307 Section III : Data on market infrastructre  315 Section IV : Data on market dynamics  319 Section V : Data on media  332 Appendix B : VCD  340 Contents on VCD Glossary  342 Abbreviations  344 Bibliography  346 Index  351
ER  -