Rural Marketing And Micro Finance: Text & Cases

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This exciting book would fulfill the need for a text which covers the concept of Rural Marketing and Micro Finance as the Indian Fast Moving Consumer Goods (FMCG) industry began to shape during the last fifty odd years. The FMGC sector is a conrnerstone of the Indian Economy. This sector touches every aspect of human like and their applications in day-to-day business. Integration of rural marketing functions is the underlying themes of the book, which recognize the fact that today there is probably no manager who does not have retail responsibilities as well. Globally, the FMCG sector has been successful in selling products to the lower and middle income groups, and the same is true in India. This book is extremely student-friendly, has an applied focus, is modern in approach and has been written in simple language and cogent presentation basically for the students of MBA, PGDM, M.Com and other Post Graduation students of Indian Universities and B-schools. This book is a humble attempt at delineating and explaining all segments of advanced approach to rural marketing and micro finance as rural financial marketsin emerging and developing economies face numerous challenges, which is multi-disciplinary, comprehensive and integrated course. To illustrate the concepts, examples, news and cases have been cited from Indian as well as abroad. The purpose of this textbook is to provide management students, professionals and executives with the most current, comprehensive and state-of-the-art analysis. Practicing professionals working in the areas of rural marketing and micro finance would find this book a useful reference.

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Prof. (Dr.) S.K. Baral is an M.Com., PGDBA, LLB, MBA and Ph.D from the Utkal University, Bhubaneswar. Presently, he is the Principal of an AICTE approved and Biju Patnaik University of Technology affiliated MBA College in Bhubaneswar. During the last couple of decades, he has served 12 years for industry in the capacity of Senior Manager, more than a decade in research works and about 10 years in teaching by handling Post-Graduate/MBA classes in Marketing Management, Insurance Management, Banking Management and General Management. As an active academician, he has been closely associated with several universities and educational institutions. Prof. (Dr.) S.C. Bihari can be described in brief as a Banker with an academic soul. He has a varied experience of more than 28 years as an officerin a large size public sector Bank, which includes 18 years as a Branch Head/Manager in various types of branches, three years as a Faculty Member in the Bank's Staff Training Centre and about four years in various controlling offices of the Bank. He has acquired many important qualifications like MA. MJMC, LLB, CAIIB, MBA, PhD in Management from the Utkal University, Bhubaneswar. He is constantly in touch with academic activities since last two decades. Presently, he is working as Professor in Banking and Financial at IBS, Hyderabad.