The growing importance of rural marketing has been realised by the marketers, policymakers and management interns. However, there is dearth of quality literature on the subject, comprehensive coverage of all the dimensions, aspects and managerial issues pertaining to rural marketing. In most of the management institutions, a half-baked knowledge of rural marketing is being imparted to the management interns while there is more emphasis on marketing perspective on harnessing the immense potential offered by rural areas through suitable marketing planning, product mix, pricing, distribution, promotional mix, branding and communication strategies. Present edition is a serious attempt to bridge the need gap in the subject. It deals with the theory of rural marketing and its practical applications in the rural environment even from the grassroots level to growing IT marketing in three parts. The first part gives an emphasis on the understanding and exploration of rural marketing behaviour in first seventh chapters. The second part enlightens rural marketing strategy in Indian perspective in next eight chapters. The third part reviews the marketing of agricultural products and processing of agricultural commodities in next four chapters.
