000			01168nam a2200181Ia 4500
020			_a8178297493
082			_a338.18091734 _bVEL
100			_aVelayudhan, Sanal Kumar _937140
245			_aRural marketing : targeting the non-urban consumer _hBook
250			_aEd.2
260			_aNew Delhi _bResponse Books _c2007
300			_a250p.
500			_aList 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
600			_942371
890			_aIndia
891			_aFP
942			_2ddc
999			_c29596 _d29596