The Rural Marketing Book (w/vcd) (text & Practice)

The Rural Marketing Book is India's most comprehensive book on rural marketing theory and the rural mindset, with practical examples of products and cases that actually succeeded in the rural marketplace. This book has the following salient features: 'Inside Out' practical approach to application of market theory in the rural context * Evolving the framework of rural marketing in the rural environment * Actual experiences and learning from grassroots development programmes * 100 practical caselets, 50 latest data tables * Using haats, melas and mandis for planning and developing the communication strategy * Project Shakti, e-Choupal, large format retail stores and more * Information technology, consumer finance and non-conventional media in rural India * The application of conventional theory in practice * Adaptation and innovations based on learning and experience from the field.