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Rural markets offer a sizable and resilient pool of consumers to organisations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy.

Rural markets offer a sizable and resilient pool of consumers to organisations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy.

This highly practical and informative book provides unique insights into the essential features of rural markets in India as well as challenges posed by the rural consumer. Retaining the managerial perspective of the first edition, this second edition has been thoroughly revised and expanded, and examines in greater detail the concept of rural markets and rural marketing. It also contains numerous short cases to illustrate how social and cultu...