TY  - BOOK
AU  - Velayudhan, Sanal Kumar
TI  - Rural marketing : targeting the non-urban consumer
SN  - 8178297493
U1  - 338.18091734 
PY  - 2007///
CY  - New Delhi
PB  - Response Books
KW  -  
N1  - 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
ER  -