Rural marketing : growing the non-urban consumer

"Rural markets offer a sizable and resilient pool of consumers to organisations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy. The book includes in-depth d...

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Bibliographic Details
Main Author Velayudhan, Sanal Kumar, 1955- (Author)
Format Electronic eBook
LanguageEnglish
Published Abingdon, Oxon ; New York, NY : Routledge, 2024.
Subjects
Farm produce > Marketing.
Produce trade.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781032685250
1032685255
9781032685083
1032685085
9781003837626
100383762X
9781003837589
1003837581
9781032518756
Physical Description1 online resource

Cover

Table of Contents:
  • Rural marketing: opportunities and challenges
  • Environment and profile of the rural market
  • Rural consumer
  • Researching rural markets
  • Saga of rural market segmentation: segmentation, aggregation, and affordability
  • Positioning for value
  • Value creation through innovation and product strategy
  • Service creation and delivery in fragmented rural market: role of people and technology-supported process
  • Pricing for value creation
  • Communication strategy for rural markets
  • Influences shaping communication strategy
  • Operationalizing communication strategy
  • Managing rural channels
  • Traditional rural retail institutions beyond the village shop
  • Emerging channels in rural market
  • Strategies for rural markets
  • Future of rural market in a connected world.

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