Velayudhan, Sanal Kumar, 1955-
Rural marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan. - 2nd ed. - Los Angeles ; London : Response, 2007. - 249 p. : ill. ; 22 cm.
Includes bibliographical references (p. [242]-249).
Rural marketing : opportunities and challenges -- Profile of the rural market -- Rural consumer -- Researching rural markets -- Value offering -- Communicating in the rural market landscape -- Communication : language and culture -- Operationalizing communication strategy : issues and approaches in media -- Retailer as a route to the rural market -- Haats, Melas and mobile traders -- Access the rural consumer : emerging channels -- A competitive strategy for rural markets.
9780761935889 (hard back) 0761935886 (hard back)
2007032916
Marketing--India.
Consumer behavior--India.
India--Rural conditions.
HF5415.12.I5 / V45 2007
658.804 / VEL
HF5415.12.I5 / V45 2007
Rural marketing : targeting the non-urban consumer / Sanal Kumar Velayudhan. - 2nd ed. - Los Angeles ; London : Response, 2007. - 249 p. : ill. ; 22 cm.
Includes bibliographical references (p. [242]-249).
Rural marketing : opportunities and challenges -- Profile of the rural market -- Rural consumer -- Researching rural markets -- Value offering -- Communicating in the rural market landscape -- Communication : language and culture -- Operationalizing communication strategy : issues and approaches in media -- Retailer as a route to the rural market -- Haats, Melas and mobile traders -- Access the rural consumer : emerging channels -- A competitive strategy for rural markets.
9780761935889 (hard back) 0761935886 (hard back)
2007032916
Marketing--India.
Consumer behavior--India.
India--Rural conditions.
HF5415.12.I5 / V45 2007
658.804 / VEL
HF5415.12.I5 / V45 2007