Page 322 - DMGT509_RURAL MARKETING

Unit 16: Marketing in Small Towns

3. What is the small town marketing research process? Notes
4. What are the benefits of Market Research?
5. What are the some low cost market research techniques?
6. Describe the steps to select a media strategy.

Answers: Self Assessment

1. Marketers 2. Consumers

3. KUT’s 4. Mobile
5. 1960 6. Ford
7. Wendy’s

16.13 Further Readings

Books Awadesh Kumar Singh, Rural Marketing: Indian Perspective, New Age International

Balkrishnan, Mandira Dutta (1978), “Rural Marketing: Myth and Reality”, Economic
and Political weekly, August 1878, M-75 to M-80.
Balram Dogra, Rural Marketing, McGraw Hill Companies.

Dey, N.B and Adhikari, KingShuk (1998) “Rural Marketing challenges and
opportunities”, Yojana, 42(5), May 1998,, p.21-22, 41.

Gaikwad, V.K (1972), “A Research for the Rural Consumer”, IN: New Opportunities
in Changing Agriculture, Ahmedabad: CMA(IIMA), 1972, pp 159-172.

Jha Mithileswar (1998), “Rural Marketing: Some Conceptual issues”, Economic
and Political Weekly, Vol XXIII(No. 9), February 27, 1998, pp M-8 to M-16.
Kannan Shanthi (2001), “Rural Market – A world of Opportunity”, Hindu, 11
October, 2011
McCracken, J., J, Pretty and G. Conway. (1988). An Introduction to Rapid Rural
Appraisal for Rural Development. IIed, London, England.
Philip Kotler, Marketing Management, 1992. 8th edition.
Pradeep Kashyap & Siddhartha Raut, The Rural Marketing, Biztantra.

R.V. Bedi, N.V. Bedi, Rural Marketing, Himalaya Publishing.
Rajagopal, Development of Agricultural Marketing in India Print well (Jaipur).

Shepherd, A. (1999), “A guide to maize marketing for extension officers”. Extension
Guide 1, Marketing & Rural Finance Service. FAO, Rome.
T.P. Gopal Swamy, Rural Marketing, Wheeler Publishing (New Delhi) 1998. CMIE
Report.

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