Book ChapterDOI
Assessment of Electronic-based Integrated Marketing Communication for Rural Areas in North India
Kavita Chauhan
- pp 197-211
TLDR
In this paper, the impact of internet based marketing communication (referred as electronic integrated marketing communication or e-IMC) on the living standards of the rural population in selected North Indian villages from 4 states was highlighted.Abstract:
This research paper highlights the impact of internet based marketing communication (referred as electronic integrated marketing communication or e-IMC) on the living standards of the rural population in selected North Indian villages from 4 states. A sample of total 320 respondents was taken to understand their perception about how internet communication has impacted their productivity in terms of saving costs and boosting margins on the sale of their yield. Research found use of e-IMC projects has helped them in saving moderate costs and boosting their margins from yield as much as 30 %. It is also concluded that due to faster information access which takes less than day’s time for villagers to reach has enhanced their decision-making. The research highlights the bottlenecks and reasons for absence of internet service providers. Research recommends that ICT projects requires public-private partnership to penetrate rural markets and give advantage to the rural population of reduced distribution costs and market for their products. The other suggestion includes that project offices should aspire to include more people into electronic based communication accessibility through appropriate training.read more
Citations
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Journal ArticleDOI
Antecedents of E-Marketing of Agriculture Products in This Digital Era: An Empirical Study
TL;DR: In this article , the role of the workforce in this digital era for the e-marketing of agriculture products is discussed and a structural equation modeling is used to test the framework for the online e-commerce for agriculture products.
References
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Journal ArticleDOI
ICT‐enabled coordination of dynamic supply webs
Ellen Christiaanse,Kuldeep Kumar +1 more
TL;DR: In this paper, the authors propose principles of abstraction that can be used to frame supply chain redesign options and decisions and demonstrate how these principles lead to flexibility in the design of various supply chain options, thereby providing cost and value advantages for the supply chain.
Journal ArticleDOI
Integrated marketing communication: from tactics to strategy
TL;DR: In this paper, the authors identify obstacles to further developing integrated marketing communications (IMC) from tactical coordination to financial and strategic integration and conclude that the majority of firms are anchored in the first stages and very few have moved to a strategic level.