The first edition of Rural Marketing was published in 2005—a time when the rural demand was just beginning to register high rates of growth, but very little information or data was available. The subsequent and unimaginable changes in rural India in the last decade prompted the need of a revised edition to make the book more relevant to the evolving rural marketing needs and challenges.

The present edition, while retaining the key strengths of the previous edition, builds on it by introducing new material relevant for today's readers. The pedagogy of the book has been expanded to make learning easier and interesting. It includes learning objectives, chapter opening vignettes,

Includes statistical tables.

Table of Content

"Chapter 1 The Call of Rural India
Chapter 2 The Rural Marketing Environment
Chapter 3 Rural Consumer Behaviour
Chapter 4 Rural Marketing Research
Chapter 5 Segmenting and Targeting Rural Markets
Chapter 6 Product Strategy
Chapter 7 Pricing Strategies
Chapter 8 Distribution in Rural Markets
Chapter 9 Communication Strategies for Rural Markets
Chapter 10 Rural Services Marketing
Chapter 11 Marketing in Small Towns
Chapter 12 Role of Government in Rural India
Chapter 13 The Future of Rural Marketing"