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COMMUNICATION STRATEGIES FOR RURAL MARKETS
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CHAPTER 9
211
computers and electronics, ready-made garments, accessories and footwear, plastic
ware, and agri-inputs. It operates through an innovative communication and distribu-
tion model where the rural consumers themselves become sales agents and promoters
for its products, and earn a commission from every sale that they make in their area.
Similarly, many Life Insurance Corporation (LIC) agents personally visit houses in
rural areas to promote and sell insurance schemes. This approach has been quite suc-
cessful in rich rural areas.
THE COMMUNICATION MIX DECISION
While deciding ...
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