Rural Marketing

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Rural Marketing may aptly be described as the process of defining, anticipating and knowing customer needs and organizing all the resources of the company to satisfy them. In fact, satisfaction of customer's needs and wants provides the raionale for the existence of the firm. Knowledge of consumer behaviour, therefore, is vital for a firm to achieve its marketing goals. The consumer's behaviour comprises the acts, processes and social relationships exihibited by individuals, groups and organizations in searching, obtainment, use of, and consequent experience with products and services. An understanding and knowledge of the motives underlying consumer behaviour helps a firm in seeking better and more effective ways to satisfy its customers.

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Dr. Savita Mohan (b. 1973) is a promising management professional having obtained MBA from Rohailkhand University, Masters in Human Resourcec Management from Dr. B. R. Ambedkar University, Agra with Gold medal & Ph.D in Business Administration-Direct Marketing from the same University in the year 2002. She is having good 15 years teaching and research experience in the field of management. As a testimony to her abiding interest in research areas she has to her credit 25 research papers published in various Journals of National & International Level apart from publication of 4 books. She has regularly contributed articles on general management and value system in well circulated newspapers. Besides, she has also presented papers of quality and latest philosophy on management subjects in the intellectual arena of Indian scenario. She has an enviable record of 100 projects for MBAs. Presently she has been guiding three scholars for Ph.D under her supervision. At the time of publication of this book Dr. Savita Mohan is the Director of GNIT-Management School in Greater Noida (U.P.). Table of Contents Acknowledgement Preface Introduction Strategies for Rural Marketing by an Organization Marketing to Rural Areas: Making the ends meet Rural Marketing-A strategy to fight global recessions Innovation, Management and Technology Innovation in Rural Marketing Role of Advertising, communication and language in Rural Marketing Marketing to Rural India: A Changing paradigm Rural India The biggest emerging marketing Branding in Rural Markets Rural Marketing challenges in the New Millennium Rural Urban agriculture market system: challenges and opportunities Innovations in public service and rural market development Exploring Indian rural market-The Way Ahead Structure of rural markets for achieving verticle Coordination Social changes and the growth of Indian rural market Changes in rural marketing through information and communication technology Strategies for Rural Marketing by an Organization Role of Information Technology in Rural Marketing Bibliography Index