New Trends in Rural Marketing

Today the study of marketing needs a global perspective. During the last ten years, India has been going through a process of economic reforms, liberalization and globalization. The country's economy and markets are getting integrated with the global economy and markets. It will be evident form the various discussions that the Indian rural market is at once fascinating and challenging. It offers large scope on account of its size and potential. The urban market is highly competitive. The rural market is fairly quiet. For certain products, it is totally a virgin market. The catch is that the market also poses several problems and hurdles.

The articles presented in the book pertain to the concept and philosophy of 'Rural Marketing' and other related aspects. Rural marketing is very necessary for every organization, hence organizations are required to taken effective steps to develop Rural Marketing.