Contents: Preface. 1. Growth incubators of rural marketing in corporate India/Shivshankar Mishra. 2. Rural marketing and growth poles for development/K.M. Pandey. 3. Advertisements need creativity for sensitising the rural customers/S.M. Jha. 4. Challenges in rural marketing/P.N. Singh. 5. Rural marketing: challenges and opportunities/Adesh Sharma. 6. Fighting fakes in rural India/Mukesh Pandey. 7. Rural potential vs corporate response/Atul Dhyani and Manish S. Bisht. 8. Agriculture commodities: a strategy for marketing/Vijay Kumar Pandey and Manoj Patwardan. 9. Marketing of agricultural commodities through value addition/P.K. Poddar, P.C. Badalia and M.P. Rai. 10. Apposite conventional media: role and nuance in conquesting pastoral customers/K. Arul Rajan and K. Divya. 11. Tapping the fortune at the bottom of pyramid: it is only through them/Yogesh Upadhyay. 12. An essay on rural marketing issues and challenges/Sandip K. Bhatt, Arunabh Mishra and Manisha S. Bhatt. 13. Unearthing the potential of hinterlands/Martand Pratap Singh and Puja Khatri. 14. Rural marketing scenario, basic challenges and emerging issues/Sitaram Sharma, Shiw Kumar Jiloka and Bucheshwar Mandal. 15. Rural marketing: a study of consumer behaviour/I.P. Tripathi, Pratyush Tripathi and Rakhi Shrivastava. 16. Psychology of rural consumer behaviour/Prachi Tripathi. 17. Rural marketing: issues and challenges in WTO era/Jagat Narayan Giri, Ankit Sarin and Syed Ali Arshad. 18. Rural consumer behaviour/Satyajeet Kumar Bhagat. 19. Rural market system in Rajasthan: a perspective for development/R.K. Dular. 20. Agricultural marketing: opportunities and challenges/Arvind Kumar Mishra. 21. Rural marketing challenges and opportunities in new era/Banarasi Mishra and Sushama Yadav. 22. Rural marketing: challenges and opportunities/P.J. Meshra. 23. Marketing of agricultural produce in India/Akhil Mishra. 24. Market dynamics and paradigm shift in rural India/H.C. Purohit.
"As far back as 1928, Royal Commission observed: "Problem of agricultural growth can not be fully solved unless agricultural marketing is improved." Doubtless it is said that a national farmer keeps his one eye on the plough and the other on the market. Marketing comprises all operations involved in the movement of farm produce from the producer to ultimate consumer. Thus it includes the operations like collection grading, processing, preservation, transportation and financing.
This book is a collection of research papers contributed by various eminent scholars of their respective disciplines, highlighting various issues related to rural marketing and challenges being faced by it in this era of globalization today." (jacket)
