CONTENT: Preface v List of Contributors ix 1. Rural Marketing - Opportunities and Strategies 1 G. Kamala Selvi and M. Mariammal 2. The Path of Rural Marketing 15 S. Abimtmi 3. Emerging Trends in Rural Marketing 23 V. Sudhakar 4. Strategies for Rural Marketing 35 G. Thamizh Chelvan 5. Role of MNC's in Rural Marketing 47 C. Dhanalakshmi 6. Rural Entrepreneurship: Constraints and Strategies 57 R. Shanmugam 7. Significance of Indian Rural Marketing 65 P.Parimaladevi 8. Impact of Information Technology on Rural Marketing 77 Anuradha Rajendran and V. Renugadevi 9. Rural India-The Dawn of a New Era 89 B.R.Sasikala, C. Shalini and Lalitha Balakrishnan 10. Rural Consumers -A Boon to Rural Marketing 101 R. Esiwaran 11. Indian Rural Marketing - Emerging Issues 113 D. Fennala Agnes lylin 12. Rural Market in India 121 J. Jayashree and N.Sumathi 13. Sales Promotion Strategies for Rural Marketing 129 J. Venkatesh 14. Rural Marketing: Challenges and Opportunities 141 V. Santhi and N. Bharathi 15. Role of Banks and Insurance in Rural Marketing 151 N. Deepalakshmi 16. Evolution of Indian Rural Marketing 161 S. Shameem 17. Rural Marketing 171 R. Jayachandran and R. Ganesh Murthi 18. Media Mix in Manoeuvring Rural Market 185 S. Vishnuvarthani 19. Role and Significance of Rural Marketing 197 R. Jayanthi 20. Rural Marketing in Agriculture 207 N. Piramela 21. Rural Marketing - Emerging Issues and Challenges 217 M. Vidhya 22. Emerging Scenario of Indian Rural and Agricultural Marketing in the Global Era 233 S. Latha 23. Communication and Promotion in Rural Markets 253 Ayub khan Dawood and Mohsin Shaik 24. Role and Significance of Rural Marketing 271 P.V. Rajeswari 25. Attitude of the Uzhavar Sandhai Farmers towards Micro Finance 279 S. Thanasundari Index 287