Rural Marketing, 3rd Edition by Pearson

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RURAL MARKETING

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Thus, there are 185 million potentially bankable people cur-

rently not using formal banking services, a fact that offers a

great opportunity to marketers. Sensing this opportunity, serv-

ice providers are using innovative non-branch banking chan-

nels like the business correspondent facilitators model, smart

cards, mobile ATMs, and applying cloud computing technol-

ogy to service rural markets, as demonstrated by players like

SBI and ICICI.

Among credit services, microfinance service in rural areas

has emerged as the largest programme in the world, given its

rapid growth in recent years. The programme has ...