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Krishnamoorthy, R.

Introduction To Rural Marketing / Krishnamoorthy, R. - Himalaya Publishing House: New Delhi, 2014. - 434 p. ;

1. Nature and scope of rural marketing;
2. Exploring the growth rural market;
3. Rural consumer behaviour;
4. Rural marketing research;
5. Rural marketing segmentation;
6. Rural marketing- mix;
7. Product and pricing;
8. Distribution in rural market;
9. Organised rural retailing;
10. Rural promotion;
11. Developing the sales force for rural market;
12. Marketing of consumer goods and services;
13. Corporate initiatives in rural market;
14. Agricultural marketing;
15. Defects in the agricultural marketing system and lines of improvement- Part 1;
16. Defects in the agricultural marketing system and lines of improvement- Part 2;
17. Co-operative marketing;
18. Recent trends in agricultural produce marketing;
19. Agricultural finance and role of institutions;
20. Agricultural pricing;
21. Globalization and Agriculture;
22. Marketing of Agricultural inputs;
23. Agricultural inputs and customer relationship management;
24. Ethics in sales and marketing;
25. Understanding the rural market- A practical approach;

ISBN: 9789350511077

Dewey Class. No.: 658.8 / KRI