Rural Marketing covers fundamental aspects of marketing applicable to rural markets. The syllabus of the paper on rural marketing in most B-schools has been designed as per the contents of the book. This new edition has been expanded to reflect the changes in rural markets, and showcase successful rural initiatives and rural marketing strategies. Examples from real-world organizations, the author's own observations, cases and other pedagogical tools make this book the perfect resource for students and managers alike.

The second revised and enlarged edition of Rural Marketing: Text and Cases, while retaining the popular features of the first edition, provides a more comprehensive coverage of the changing profiles, issues and practices in the context of rural marketing. Built on the general marketing management framework, the book discusses the strategic issues that influence marketing in rural areas by highlighting numerous examples from India. A clear and compelling writing style, cutting-edge learning tools and completely revised chapters make Rural Marketing an indispensable guide for students and professionals striving to make a career in rural marketing.

Rural marketing has emerged as an exciting and dynamic discipline. One way of learning this discipline is through case studies and Cases in Rural Marketing: An Integrated Approach provides students an opportunity to develop an appreciation of the real-life problem situations. It will also help them solve challenges and sharpen their skills of analysis and decision making.

India is a country where majority of the population lives in villages. Appreciating the size and business potential of rural sector, major companies, including Hindustan Unilever and P&G have made special strategies for targeting rural markets. The thrust on rural markets is getting stronger day by day and it needs complete knowledge base of rural marketing. The book is meant to create interest in business management students to get into the rural marketing mindset for bringing the desired organisational focus on the subject. Considering the importance of rural markets, most business schools have included Rural Marketing Management as a key knowledge area in their syllabus. The present book has endeavoured to cover the entire gamut of Rural Marketing with inputs from discussions with rural marketing practitioners, besides valuable studies conducted by the major companies and the author's own experience in the area. There are few books on rural marketing which mostly deal with the subject as extending the urban marketing process into the rural zones. The book contains a number of live-wire national and international case studies, meant to enthuse the students in probing the business opportunities and threats in the rural markets. The method of handling the case studies is also provided for the convenience of students. The book is written in simple, easy to understand and lu