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题名/责任者:

Rural marketing : growing the non-urban consumer / Sanal Kumar Velayudhan.

出版发行项:

Abingdon, Oxon ; New York, NY : Routledge, Taylor & Francis Group, 2024.

ISBN:

9781032518756

ISBN:

1032518758

ISBN:

1032685255

ISBN:

9781032685250

载体形态项:

xv, 235 pages : illustrations ; 24 cm

个人责任者:

Velayudhan, Sanal Kumar, 1955- author.

论题主题:

Farm produce-Marketing.

论题主题:

Produce trade.

中图法分类号:

F30

书目附注:

Includes bibliographical references and index.

内容附注:

Rural marketing: opportunities and challenges -- Environment and profile of the rural market -- Rural consumer -- Researching rural markets -- Saga of rural market segmentation: segmentation, aggregation, and affordability -- Positioning for value -- Value creation through innovation and product strategy -- Service creation and delivery in fragmented rural market: role of people and technology-supported process -- Pricing for value creation -- Communication strategy for rural markets -- Influences shaping communication strategy -- Operationalizing communication strategy -- Managing rural channels -- Traditional rural retail institutions beyond the village shop -- Emerging channels in rural market -- Strategies for rural markets -- Future of rural market in a connected world.

摘要附注:

"Rural markets offer a sizable and resilient pool of consumers to organisations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy. The book includes in-depth discussions on critical issues in rural markets as well as case-studies that examine their socio-cultural nuances, peculiarities, and their economic and technological environments; looks at concepts that are unique to rural markets from the perspective of the buyer and the marketer and analyses buying behaviour and its influences as well as the pricing, value, and positioning of products by brands; analyses emerging trends and the future of these markets and the introduction of digitization and ecommerce in rural areas; and offers marketing tools and a detailed understanding of rural markets for professionals working in small or low-income markets. The cutting-edge learning tools presented in this book will make it of interest to professionals, students and researchers working in rural marketing and management, business and economics, management studies, business planning, and marketing"--

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