The volume deals with the challenges of rural marketing in India. Viewing the growing potential of rural India, the well-researched papers explore various aspects of rural marketing. They deal with the rural environment, opportunities and challenges and changing paradigm in rural marketing, the growth and size of rural markets and retail, and structure of rural economy. They study the role and impact of microfinance in rural development in detail. They examine evolving marketing strategies for rural market involving rural communication strategies including ICTs, adapting marketing mix for rural India and frugal innovation and effect of emotional intelligence in branding here rural customers are concerned and role of self-help groups in rural marketing. They include a number of case studies involving empirical studies to bring out the role of specific schemes such as the National Service Scheme in Rural management and the National Rural Employment Guarantee Schemes on the rural poor, referring to specific states.
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