Rural Marketing: Text and Cases, 2nd Edition

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Rural Marketing Experience

LEARNING OBJECTIVES

Upon completion of this chapter, you will be able to:

 

•  Appreciate the marketing approaches of some leading companies based on the public–private–partnership (PPP) model

•  Understand how information technology can be gainfully employed in the rural marketing context

•  Examine the way marketing initiatives are built around social issues

•  State the guidelines for designing rural marketing approaches

 

Encouraged by the growth in sales from rural India, companies are devising new marketing strategies. For Marico, 25 per cent of its sales come from rural India. Milind Sarwate, head of the company’s human resources and strategy division, says, “We have been making products primarily for ...