The first edition of Rural Marketing was published in 2005-a time when the rural demand was just beginning to register high rates of growth, but very little information or data was available. The subsequent and unimaginable changes in rural India in the last decade prompted the need of a revised edition to make the book more relevant to the evolving rural marketing needs adn challenges.

The present edition, while retaining the key strengths of the previous edition, builds on it by introducing new material relevant for today's readers. The pedagogy of the book has been expanded to make learning easier and interesting. It includes learning objectives, chapter-opening vignettes, snapshots, memo boxes and many more features.

HIGHLIGHTS OF THIS EDITION

A chapter on 'Role of Government in Rural India' has been added as Chapter 12.

The chapter 'Future of Rural Marketing' has now become Chapter 13.

Latest data on rural markets from Census 2011 has been included.

New cases and discussion questions have been added in various chapters to make the text relevant to the current scenario.

Content - Foreword, Preface, Chapter 1 The Call of Rural India, Chapter 2 The Rural Marketing Environment, Chapter 3 Rural Consumer Behaviour,  Chapter 4 Rural Marketing Research, Chapter 5 Segmenting and Targeting Rural Markets, Chapter 6 Product Strategy, Chapter 7 Pricing Strategies, Chapter 8 Distribution in Rural Markets, Chapter 9 Communication Strategies for Rural Markets, Chapter 10 Rural Services Marketing, Chapter 11 Marketing in Small Towns, Chapter 12 Role of Government in Rural India, Chapter 13 The Future of Rural Marketing, Endnotes, Photo Credits,  Index