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
Citations
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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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Book ChapterDOI
Technology for Rural Market Development
TL;DR: In this paper, the authors investigate the association of these efforts with the rural market development so as to propose information and communication technology as a viable mode for analysing rural markets on one hand and as an effective tool to develop rural markets through augmenting conventional marketing strategies on the other hand.
Journal ArticleDOI
Kala Raksha Trust, Kutch:
TL;DR: Kala Raksha, a ten year old NGO involved in marketing of Handicrafts, has been facing stagnating sales for the last five years as discussed by the authors, though the sales did reach rupees 55 lac last year, they are not growing at the rates at which they had been earlier.
Journal ArticleDOI
The Branding of Chhokra
TL;DR: The case in this paper deals with a local Indian company manufacturing Chhokra laundry soap, which was on its way to transform itself from regional brand to national brand and was contemplating its next move: Lower income rural and urban customers versus a broader customer base, umbrella branding versus family brand names versus individual brand names, product portfolio expansion versus rationalisation.
Journal Article
Impact of folk media communication in marketing in rural spectrum
TL;DR: Folk media can be effectively used as media for rural development combined with marketing strategies as discussed by the authors, and any marketing management aiming at the use of folk media at an optimum level is sure to be benefited in the long run.
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