|Balram Dogra & Karminder Ghuman (2008)
Rural Marketing- Concept and Practices
Tata McGraw-Hill Publishing Company Limited, New Delhi
Price: 265/- Pages: 352
With about 72% of population living in the villages and generating nearly half of the national income, the rural market plays a very important and decisive role in the Indian marketing environment. This market is not only large, but also geographically scattered. It exhibits linguistic, regional, cultural diversities and economic disparities, hence can be considered as more complex than the total market of a continent. Rural consumers represent a heterogeneous lot- a complex mosaic of mind-sets, cultures & lifestyle and this is depicted in their unique demands and preferences on how the product is designed and how the brand is positioned and promoted, and this calls for a methodical study and conscientious research of the rural consumers, their psyche, needs, buying patterns and their problems. Dogra and Ghuman have tried to bridge the gap between the theory related to rural marketing with the actual marketing practices, by providing ample insights, examples and case-lets This will equip the future managers with not only the required knowledge to comprehend the ever-changing dynamics of the rural market, but also skills and tools to successfully enter these rural markets.
The book, through its 29 chapters, very comprehensively covers all the aspects relevant to the Indian rural markets starting from evolution of rural marketing, profiling of rural consumers, comparative analysis of rural vs. urban markets, roadblocks in rural marketing, modification of the marketing mix to recent and upcoming trends like organized rural retailing, e- rural marketing and corporate social responsibility etc., in a very structured and logical manner. The book covers the following broad themes:
In nut shell, the authors have made a successful attempt to present a comprehensive picture of the rural landscape, covering all the facets & complexities through a sound conceptual framework and highly focused orientation.
Asia-Pacific Institute of Management, New Delhi