Rural marketing : growing the non-urban consumer

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.