Rural Marketing: Growing the Non-Urban Consumer

Rural markets offer a sizable and resilient pool of consumers to organisations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy.

Sanal Kumar Velayudhan is a Fellow at the Indian Institute of Management (IIM) Ahmedabad. He was Dean at IIM Kozhikode and is an adjunct faculty at IIM Nagpur. He has directed training programs and handled consultancy assignments in the areas of product decisions, rural markets, and strategic marketing. His areas of research and publication are communication and diffusion, rural markets, small business marketing, and product and brand management.