Rural Marketing: Growing the Non-urban Consumer

Rural markets provide a sizable and resilient pool of consumers, and this book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behavior. It discusses critical issues, case studies, unique concepts, emerging trends, and marketing tools for professionals working in small or low-income markets.

Format: Hardback
Length: 236 pages
Publication date: 14 February 2024
Publisher: Taylor & Francis Ltd

Rural markets present a substantial and resilient consumer base to organizations and marketers, offering a wealth of opportunities for growth and success. In this comprehensive guide, we delve into the fundamental principles of rural marketing that shape consumer behavior within the ever-evolving landscape of a rapidly changing economy.

The book encompasses in-depth discussions on critical issues in rural markets, along with case studies that shed light on their unique socio-cultural nuances, peculiarities, and economic and technological environments. It explores concepts that are specific to rural markets, considering the perspectives of both buyers and marketers, analyzing their buying behavior, its influences, and the pricing, value, and positioning of products by brands.

Furthermore, the book delves into emerging trends and the future of these markets, particularly the introduction of digitization and e-commerce in rural areas. It provides valuable marketing tools and a deep understanding of rural markets for professionals engaged in small or low-income markets.

The cutting-edge learning tools presented in this book cater to a diverse audience, including professionals, students, and researchers specializing in rural marketing and management, business and economics, management studies, business planning, and marketing. By embracing the insights and strategies outlined in this book, individuals and organizations can tap into the vast potential of rural markets and achieve sustainable growth in the competitive business landscape.

Weight: 630g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032518756