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Introduction to Rural Marketing
Bajaj, Chetan, Director, International School of Business & Media , Bangalore
Bajaj, Nandini, Business Consultant
Shenoy, Veena, Assistant Professor Krupanidhi School of Management , Bangalore |
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ISBN : 978-93-86070-95-1
Publication Year : 2017
Edition : 1st
Reprint :
Pages : 512
Price : Rs. 399.00
Binding : Paperback |
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| About the Book: |
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| The world is currently witnessing an economic downturn. Indian Economy however, continues to grow at a healthy rate of over 7% p.a. India remains the only bright spot among the major economies of the world. Even as Indian economy fuels the global economy, the Indian growth story largely depends on its rural markets, which act as the key growth drivers. As India and China powered the global economy during the last decade, rural India and rural China scripted the growth stories of these giant countries.But, amidst these traditions and orthodoxy, we find startling innovations: mud coolers and mud refrigerators and spoons made from jow.ar and bajra, which can be used for eating and later on consumed. Diesel engines are being used for multiple purposes from running a pump-set to pulling a bullock cart to operating a Tractor. Washing machines used for making Lassi. The list is endless.
The challenges are enormous. Lack of road connectivity, absence of power supply, illiteracy, floods during monsoons, poor transport, lack of telecommunication and Internet facilities.
The rural landscape is a kaleidoscope of colourful festivals and celebrations. Fairs and festivals mark the calendar.
Marketing in this fascinating rural environment is very exciting and challenging. Products have to be redesigned, pricing strategies have to be innovated, new promotion tools have to be developed and marketing strategies have to be adopted for the myriad range of markets. This book seeks to capture the story in all its depth and glory. |
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| About the Author: |
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| Dr Chetan Bajaj is Director of International School of Business & Media (ISB&M)-Bangalore. He is a fellow of IIM-B (Doctorate in Management from IIM-B) and M.Com from Delhi School of Economics. Dr Bajaj has previously held key positions with PWC, Apollo Tyres, MDI Gurgaon, Kirloskars and other prestigious organisations. He has been visiting faculty with IIM-K and Antwerp University-Belgium. Dr Bajaj has been Director of leading Business Schools for the last 11 years. He has also been Consultant to over 50 top MNCs and National companies in India and abroad including JICA, Sumitomo, AT&T, Kellogg?s, HMT etc.Dr Bajaj has conducted over 150 Management Development Programs and trained over 7,000 executives. He has conducted Faculty Development Programs for International and National audience on Visioning, Strategic Management, Leadership, Retailing and Rural Marketing. He has published extensively in top national and international Journals. Dr Bajaj has also authored four books on Management, including on Retail Management.
Dr Nandini Bajaj holds a Doctorate in Management. She has been faculty member with reputed Business Schools including ISB&M, Jain University and Sharda University. Dr Bajaj has conducted over 50 Management Development rograms and trained over 4,000 executives. She has published in top national and international journals.
Mrs. Veena Shenoy is Assistant Professor at Krupanidhi School of Management, Bangalore. She is a gold medallist from Pune University, holds M.Com, Master of Administration and PG Diploma in Industrial Relations and Personal Management.
She was an Assistant Director of Adarsh Business School and has been faculty member with MMCC, Siddhivinayak College, Pune, Jyothi Nivas and Community Institute of Management Studies, Bangalore. She has published in top national and international journals. |
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| Contents: |
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| · Introduction to Rural Marketing
· Rural Demands and Market Index
· Rural Marketing Environment
· Rural Consumer Behaviour
· Segmentation, Targeting and Positioning Strategy for Rural Markets
· Rural Market Research
· Rural Product and Branding Strategy
· Pricing Strategies for Rural Markets
· Rural Promotion and Communication Strategy
· Rural Distribution Strategies
· Agricultural and Allied Products: The Marketing Effort
· Rural Retailing. |
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