Vikas Rural Marketing Environment, Problems and Strategies

Rural Marketing — Environment, Problems and Strategies, attempts to rectify the lacunae of a near total absence of any comprehensive text on rural marketing. This is despite the fact that almost three-fourths of India’s population is rural and one-third of its national income is generated by the rural areas.

Contents:

• Introduction
• Rural Market Environment
• Rural Demand and Rural Market Index
• Problems in Rural Marketing
• Marketing of Agricultural Inputs
• Marketing of Consumables, Durables and Services
• Marketing of Agricultural Produce, and Rural and Cottage Industry Products
• Role of Financial Institutions in Rural Marketing
• Role of Cooperative Institutions in Rural Marketing
• Rural Marketing Strategies
• Social Marketing and Corporate Social Responsibility
• Cases
• Bibliography
• Index