Rural Marketing: Challenges and Opportunities

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This new textbook discusses how the application of traditional marketing theories transforms when the ‘fourth sector’, or the emergence of social business, comes into play. Drawing from latest research, Rural Marketing: Challenges and Opportunities closely analyses two crucial components of the rural market—marketing to rural areas and empowering the ‘bottom-of-pyramid’ (BoP) markets to create successful business ventures. Written as per the prescribed curriculum of rural management and rural marketing courses offered by the major universities in India, this book goes beyond discussing just the strategies to sell products to village economies. Infused with numerous real-life case studies of companies that have ventured into the field, this book will prove to be an extremely useful resource in understanding the uniqueness, dynamics and challenges of marketing in rural areas.

Key Features:

· Rich pedagogy including opening and closing case studies, mini case studies, engaging chapter-end exercises and project assignments

· Inclusion of references to recent research data, important journal articles and videos for classroom teaching

· Comprehensive overview of the future of rural marketing through BoP approach, social enterprises and use of big data.

ABOUT THE AUTHOR Dinesh Kumar

Dinesh Kumar b. 1972 â€“in Kurthaul, a village on the southern outskirts of Patna), took his primary and secondary education in government schools in Patna. After gradating in Political Science (Honâ€™s) from Patna, he went on to study Law at Delhi Universityâ€™s prestigious Campus Law centre. It was at Delhi University that the idea of taking up a career in writing occurred to him. After his arrival from Delhi in 2000, he began practicing as an advocate in Patna High Court. It was during his first years as a lawyer that the idea of writing a book on his home state first came to his mind. Over the next few years, he tried to gather material-mostly from his personal experiences and observations â€“for the book. His chief interests, apart from writing, are Western Classics, Buddhist literature, culture and heritage, listening to the BBC World service Brazilian soccer, traveling and spending as much time as possible in solitude. He is at presently working on his next book.