India is a country with more than a billion people, speaking more than 800 languages and living with as many cultural nuances. The vibrancy of this land is enriched not only by the various occupations that people pursue, but by the single principle of unity in diversity. In the last decade or so several market savvy organizations keyed into this principle to succeed from Kashmir to Kanyakumari, marketing their wares with equal ease and aplomb, irrespective of the number and types of market segments they have to deal with. The 2001 census reports show that rural India comprises 72.22% of the total population. It is in this spirit that makes rural marketing a very interesting and exciting subject and also poses innumerable problems and challenges to one seeking to reach the rural customer.
In this context this book tries to cover various principles of marketing by relating them to the emerging concepts and theories. The focus on environment, natural resources, society and social systems, rural realities in the form of cases enriches and makes the reader understand the nuances of rural marketing in detail.
No comments:
Post a Comment