Rural Marketing

Author: Various Authors
Publisher: Scientific Publishers
Language: English
Edition: 1st Edition, 2021
ISBN: 9788172339159
Pages: 449
Cover: Hardcover
Size: 6.50 x 9.75 inches
Weight: 900 gms
Book Type: Reference Book

Overview:
This book offers a comprehensive understanding of Rural Marketing in India, addressing its issues, challenges, and opportunities. It provides insights into how rural markets can be developed and offers a roadmap for marketers, policymakers, and business owners interested in engaging with rural India. The book emphasizes the importance of rural marketing in driving sustainable growth and enhancing rural development, focusing on the evolving landscape of marketing, cooperative marketing in agriculture, social marketing, and more.

The content includes empirical investigations, case studies, and strategies for addressing various challenges faced by rural marketers. Topics include the impact of information technology on rural marketing, the role of cooperatives, social marketing relevance, and the emerging trends in tourism marketing. This book is an invaluable resource for students, professionals, and anyone interested in rural development and marketing.

Table of Contents:

Part - A: A Profile of Indian Rural Marketing

1. Issues and Challenges in Rural Marketing – Dr. A. Selvaraj

2. Challenges in Rural Marketing – Prof. P.N. Singh, Prof. S.B. Verma, Madhusudan Narayan & P. Thryambakam

3. Rural Marketing: Perspective and Issues – Prof. L.P. Singh

4. Rural Marketing: Challenges in the New Millennium – Keshav Sharma & Deepak R. Gupta

5. Rural Marketing and Rural Development – Huchhe Gowda

6. Developing Rural Marketing Systems – Sivamurugan

7. Rural Marketing - The Mantra for Sustainable Growth – Pinaki Ghosh

8. Rural Markets: Miles to Go – Naren N. Joshi

9. Rural Marketing in India: Corporate Strategies – D. Satish & B. V. Subramaniam

10. Changing Face of Rural Marketing – C. Rajendra Kumar & Sanjay S. Kaptan

11. Rural Marketing in India: An Empirical Investigation – Dr. Yogesh Upathyay & Dr. Shiv Kumar Singh

12. Kaleidoscope of Rural Marketing – K. Rajamohan

13. Management of Rural Fair Price Shops – K. Raji Reddy & V. Pavan Kumar

14. Education in Rural Marketing: Some Suggestions – Dinesh Kumar, A. P. Pandey & A. Mohamed Jaffar

15. Education in Rural Marketing: Some Key Issues – Anil Chandhok

16. Impact of Information Technology on Rural Marketing – C. Rajendra Kumar & Sanjay S. Kaptan

17. Challenges Faced in Communication by Rural Marketing – Amit Banerji

18. Rural Retail Markets: Opportunities for India’s Business and Commercial Houses – Dr. Amrit Patel

19. Changing Scenario of Rural Marketing Environment – Dr. Vijay Pareek

20. Rural Marketing under LPG Era: Perspective and Challenges – A. K. Malviya & Anand Kumar

21. Marketing Paradigms for Rural India – Dr. Thomas T. Thomas

22. Corporate-SHG Linkages for Rural Markets – Vivek Kumar Tripathi & Tanu Marwah

Part - B: Status of Rural Marketing in India
23. Fabindia: Marketing Handloom Fabrics – Savita Modak
24. Changing Landscape for Survival of Handloom – Aruna Verma
25. Marketing Handlooms: Increasing Competitiveness – Adarsh Kumar
26. Enhancing Product Range and Value for Customers – Poonam Bir Kasturi
27. Altering Dominant Market Norms and Changing the Nature of Market Transactions – B. Syama Sundari
28. Handlooms: A Tradition of Skills – B. K. Sinha
29. Handlooms: Needs and Challenges – Seemanthini Niranjana
30. Continuing Crisis in Handlooms – Dharma Raju Palli
31. Changing Face of Marketing Co-operatives – Prof. L. P. Singh
32. Cooperative Marketing in India – Prof. L. P. Singh
33. Co-operative Marketing: A Rural Perspective – C. Rajendra Kumar & Dr. Sanjay S. Kaptan
34. Marketing Co-operatives in Agriculture: Emerging Challenges – P. K. Mishra
35. Social Marketing and their Relevance – M. Samgadharan & Hena Naqvi
36. Social Marketing and Rural Development – K. A. Raju
37. Online Marketing in the Hospitality Industry – R. Venkatesh
38. Cost-Effective Marketing through SMS and Internet – Mohit A. Parekh
39. Online Shopping in India: Findings from Consumer Research – T. Sai Vijay & M.S. Balajit
40. Virtual Socialisation Services: Cyber Currency of the Future – K. P. Naachimuthu
41. Emerging Trends and Strategies in Tourism Marketing – T. R. Nagesh & Srikanta Kumar Pathi

Part - C: Rural Marketing and Consumer Welfare
42. A Framework for Sustainable Marketing – Ross Gordon, Marylyn Carrigan & Gerard Hastings
43. Marketing to the Indian Rural Consumers – Annapurna M. Y.
44. Customer Satisfaction for Rural Banking Services – Ashish Mathur
45. Consumer Protection and Welfare – Prof. S.B. Verma & Dr. Potukuchi Thryambakam
46. Consumer Protection: An Overview – Yashwant Bhave & Rajender Chaudhary
47. Consumer Redressal System in India – Bupinder Zutshi, Sapna Chadah & Pushpa Girimati
48. Growing Consumerism in Rural India – Dr. Sheeta Kapoor & Dr. Mohindra Singh
49. Market and the Rural Consumer – Suresh Mishra
50. Rural Market – A Gold Mine for Entrepreneurs – Dr. S.B. Verma & Madhusudan Narayan