Rural marketing [electronic resource] : targeting the non-urban consumer / Sanal Kumar Velayudhan

Author: Velayudhan, Sanal Kumar, 1955-
Published: Los Angeles ; London : Response, 2007.
Edition: 2nd ed.
Physical Description: 249 p. : ill. ; 22 cm.

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Contents

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.

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Electronic books

ISBN

9780761935889 (hard back)
0761935886 (hard back)

Bibliography Note

Includes bibliographical references (p. [242]-249).

View MARC record | catkey: 39012980