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RURAL MARKETING
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Research is the guidepost to laying the foundations of a successful marketing pro-
gramme. Marketing research is essential to any strategic and operational decision-mak-
ing. As the rural market is relatively new compared to its urban counterparts, there
is a crying need to understand rural India, its beliefs and practices. It has become
almost essential for companies who want to enter rural markets to understand and
conduct research before taking appropriate decisions on their 4Ps—product, price,
place, promotion—and also to keep abreast of the changing trends in rural consumer
behaviour brought about by the ...
Get Rural Marketing, 3rd Edition by Pearson now with the O’Reilly learning platform.
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