Theory and Practice of Rural Marketing

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 recent years, rural markets of India have acquired significance, as the overall growth of the Indian economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. The rural market is composed of a number of retail sales outlets along with fair price shops under the public distribution system. It is suggested that the government should encourage private shopkeepers and cooperative stores to come forward and establish their business in rural areas instead of the weekly market known as weekly bazaar. This book will also serve as a handy reference work to the administrators, professionals in rural marketing development and the researchers and scholars interested in this field.