ABOUT THE BOOK

Rural marketing is not just about selling in rural areas but also buying from them. It involves selling manufactured and consumer goods to rural consumers, agricultural inputs to farmers, and buying agricultural produce for urban Indian and foreign markets. The fast-changing economic situation, both in India and the world markets, has led to new perspectives in both the theory and practice of rural and agricultural marketing. This book deals with profiles of rural marketing, rural consumers, rural marketing strategies, products, pricing, distribution, sales force and promotion. It also covers the economics of agriculture, methods of sale, classification of agricultural markets, agricultural finance, the problems facing agriculture and ways to improve it. Carefully selected case studies illustrate how these theories work in practice.