Page 5 - DMGT509_RURAL MARKETING

CONTENT

Unit 1: Rural Marketing – An Introduction 1
K aran Arora, Lovely Professional University

Unit 2: Rural Marketing Environment 27
Pooja, Lovely Professional University

Unit 3: Rural Marketing Model 52
Pooja, Lovely Professional University

Unit 4: Rural Consumer Behaviour 66
Pooja, Lovely Professional University

Unit 5: Rural Consumer 89
K aran Arora, Lovely Professional University

Unit 6: Rural Marketing Research 104
Dilfraz Singh, Lovely Professional University

Unit 7: Rural Product Strategy 125
Dilfraz Singh, Lovely Professional University

Unit 8; Pricing Strategies 137
Anand Thakur, Lovely Professional University
Unit 9: Distribution Strategies for Rural Market 170
Anand Thakur, Lovely Professional University

Unit 10: Promotion Strategies for Rural Market 190
Anand Thakur, Lovely Professional University

Unit 11: Principle of Innovation 207
Anand Thakur, Lovely Professional University

Unit 12: Rural and Urban Markets 227
Anand Thakur, Lovely Professional University
Unit 13: Corporate Sector in Agri-Business 242
Hitesh Jhanji, Lovely Professional University

Unit 14: Marketing of Agricultural Produce 256
Hitesh Jhanji, Lovely Professional University

Unit 15: Marketing in Small Towns 279
Hitesh Jhanji, Lovely Professional University

Unit 16: Role of Microfinance in Rural India 304
Hitesh Jhanji, Lovely Professional University

Unit 17: Role of Microfinance in Rural India 319
Hitesh Jhanji, Lovely Professional University