Journal ArticleDOI
Conceptual Expansion of the Discipline of Rural Marketing: An Objective Analysis:
TLDR
The authors analyzed the variations in rural marketing concepts and offered definitions relating to these varying concepts, however, there seems to be a general disagreement regarding the aspe pepe... and there is no agreement on the general definition of rural marketing.Abstract:
Researchers have analyzed the variations in rural marketing concepts and offered definitions relating to these varying concepts. However, there seems to be a general disagreement regarding the aspe...read more
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Journal ArticleDOI
Rural Marketing in India – Challenges and Opportunities
Sumit Mishra,Vinay Kumar +1 more
TL;DR: Prahlad et al. as mentioned in this paper studied the changing scenario of Indian rural markets and implies some suggestions in improving the marketing strategy in rural selling and market promotion, with strategies framed by deeply considering the dynamic rural buying behaviour.
Journal Article
Rural Marketing in India
TL;DR: In this article, the authors discuss the rural marketing and its strategies and also focus on opportunities and challenges in rural marketing, where the focus needs to be paid to market research that goes on to reduce the uncertainly in dealing with these markets.
Journal Article
Rural Marketing: Text and Cases
TL;DR: Krishnamacharyulu et al. as discussed by the authors focused on all the important components of rural marketing such as opportunities in rural marketing, understanding the rural economy, consumer behavior, selecting and attracting markets, understanding on strategic approach on marketing-mix 4P's, marketing of consumer products, agri-products, rural industry products and social marketing in rural society.
Journal Article
Developmental marketing as a strategy for rural market: An exploratory analysis
TL;DR: In this paper, the authors have pointed out that marketers in India have not been able to tap the existing opportunities in rural market which is well reflected in the penetration figures across the various product categories.
Journal ArticleDOI
The Census of Distribution
TL;DR: The Census of Distribution (Census of Distribution) as mentioned in this paper was the first work of its kind ever undertaken on a comprehensive basis in any country, and it has been widely used in the field of marketing.
References
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Journal ArticleDOI
Redefining Rural Marketing: Insights from Touring Theatre:
TL;DR: In this article, the authors present a review of the literature on rural touring theatre and apply it to rural marketing and analyse the results of audience questionnaires and a series of audience interviews carried out with rural theatre-goers in the Scottish Highlands and Islands.
Posted Content
Rural Market Dynamics and Product Penetration
TL;DR: In this paper, the authors make an effort to identify the market segments available based on rural Values, Attitudes and Lifestyles (VALs); develop a consumer buying behavior scale both for the Fast Moving Consumer Goods (FMCG) and durable products; and identify and access the product categories and penetration level of a few identified products in the rural areas.
Journal Article
Developmental marketing as a strategy for rural market: An exploratory analysis
TL;DR: In this paper, the authors have pointed out that marketers in India have not been able to tap the existing opportunities in rural market which is well reflected in the penetration figures across the various product categories.
Journal Article
Rural marketing in India: Opportunities and challenges
TL;DR: In this paper, the authors discuss the present scenario of rural marketing in India and give an opportunity to observe the prospective rural market, the participation of rural consumers and the overall impact of marketing strategies on rural India and the shift of multi national corporations concentration towards the Indian rural market.
Journal ArticleDOI
The Census of Distribution
TL;DR: The Census of Distribution (Census of Distribution) as mentioned in this paper was the first work of its kind ever undertaken on a comprehensive basis in any country, and it has been widely used in the field of marketing.
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