Rural Marketing has always been perceived as intractable territory due to its sheer size and scottered characteristics. Coupled with it, widespread illiteracy among rural marketing a complex task. Keeping this in view this book presents the over all scenario respect of Rural Marketing situation as existing in India and goes on to dilate on the vast untapped potential of the same in its entirety. This is achieved by merging Rural Economics and psychology of rural people and thereafter treated the subject on a wide and macro basis. Later, focus is laid on micro aspects chief among being Rural Insurance and its exploitation in India for the benefit of rural people. An attempt is also made to acquaint readers with all rural insurance schemes; both commercially run and government financed ex-gratis Social Security Schemes, including Crop Insurance. All these schemes are detailed/specified/tabulated/interpolated in comparison to International insurance practices. Suggestions are also made to achieve optimum utilization of Rural Insurance and its marketing in India.
ABOUT THE AUTHOR P. Charan
Dr. P. Charan (b. 1941) holds a Doctorate degree of the International University, State of Louislana, U.S.A. Having joined L.I.C. as a direct recruit Proballanary Officer in 1964, of present he is serving as Corporate Manager in the Oriental Insurance company Limited, a subsidiary of General Insurance Corporation of India. With 30 years of experience in Insurance Industry he also has had the distinction having immense and personal Involvement for the last 8 years in Rural Insurance which includes Crop Insurance and Social Security Schemes being run by the Govt. for the benefit of poverty stricken rural and urban populace. He has appeared on Aakashwani and Doordarshan periodically in connection with Rural insurance he has attended several seminars/conferences/workshops in respect of Rural Insurance as well as Management and Marketing. His current activities include delivering talks and lectures on. Rural insurance related matters including Crop Insurance at officers Training College, Faridabad, Delhi insurance Institute, New Delhi, National Fedaration of Cooperative Socialies , New Delhi. He is also a prominent member of India international Centre, New Delhi.
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