The rural consumer of today is no longer bound by limited finances and urban brand elitism, as incomes increase and communication technologies improve, the rural customer has become as well aware as his urban counterpart of the options, choices and the quality of products that he/she is entitled to buy. The present text is an attempt to acquaint marketing professionals and corporate leaders with the emerging trend of rural marketing, fostered by rising rural incomes, greater information and awareness and globalisation. The focus is on comprehending the logistics of rural marketing in a scenario wherein it is essential for marketers to cater to both rural and urban consumers in order to expand their business, and the advantages, issues and prospects offered by it. In addition, it also gives space to analyse current trends and developments, and undertake an exploration of the way it is shaping up.
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