INNOVATIONS IN RURAL MARKETING IN INDIA: A CRITICAL REVIEW OF SELECT CASES
| Autor: | M. Periasamy Suresh, S. Selvakrishna, Dr. V. B. Mathipurani, Dr. D. Divya Prabha |
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| Rok vydání: | 2019 |
| Předmět: | |
| DOI: | 10.5281/zenodo.2588435 |
| Popis: | The urban markets are crowded and saturated and the share of agriculture in GDP (Gross Domestic Product) is going down but India still lives in her villages. A considerable proportion of the global population resides in the rural pockets of the world. Though this segment constitutes a significant part of the population, it took longer for corporate to make inroads to create market. Hence it is proposed to study the potentiality and early innovations made in Indian Rural Market. As the primitive urban market required some breakthrough innovation to accelerate the process of evolution, this market also calls for relevant and path breaking innovations in different sectors. This paper critically reviews the pragmatic pre-emptive innovations made in rural markets for better penetration using secondary data and case studies collected from various sources. {"references":["1.\tBalakrishnan, R. (2004, February 4). Rustic Never Sleeps, Brand Equity, The Economic Times 2.\tBansal. S Joseph, S. and Bhatacharjee, P. (1999). Rural Market: Who is Winning and How. Business World, October 11, 1999, p. 29. 3.\tBhasin, A. (2005, May 19). Using Technology: Conceptual Framework of LINCOMPASS, In Rural Asia Conference. Conference Conducted at BIMTECH, New Delhi. 4.\tDogra, B & Ghuman, K. (2011). Rural Marketing- Concepts and Practices. New Delhi: Tata McGraw Hill. 5.\tGopalaswamy, T. P (2005). Rural Marketing: Environment, Problem, and Strategies. New Delhi: Vikash Publishing House. 6.\tKashyap, P., &Raut, S. (2010). The Rural Marketing Book. New Delhi: Biztantra. 7.\tPatel, S.K. (2013). The Challenges and Strategies of Marketing in Rural India. Asia Pacific Journal of Marketing and Management Review, 2 (7), p. 38-39. 8.\tPrahalad, C.K., & Hart, S. L. (2002). The Fortune at the Bottom of the Pyramid. Strategy Business, 26(1), p. 2–14. 9.\tTulsian, M, & Saini, N. (2014). Market–Driven Innovations in Rural Marketing in India. International Journal of Scientific & Engineering Research, 5(5), p. 1443- 1444."]} |
| Databáze: | OpenAIRE |
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