Rural marketing is now a two-way marketing process. There is inflow of products into rural markets for production or consumption and there is also outflow of pr

Rural markets offer a sizable and resilient pool of consumers to organizations and marketers. This book offers a comprehensive understanding of the fundamentals

India is a country where majority of the population lives in villages. Appreciating the size and business potential of rural sector, major companies, including

This book focuses on empirical experiences related to market development, and specifically new markets with structurally different characteristics than mainstre