Creating Success Formula to Excel in Rural Markets


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Title Creating Success Formula to Excel in Rural Markets
Creator Mehrotra, Dr. Manoj; Dr. Manoj Mehrotra, Director, School of Management Sciences, Lucknow. Mob: 9919777701, E-mail:
Subject SPACE
Description The paper deals with the Rural Markets in the Indian context. There exist a number of myths about the rural markets. The paper attempts to reveal the hard facts that create a new understanding about the existing rural markets and the changing trends. It also highlights the need to focus on the rural market. Earlier it was a new geographic segment for the marketers but now there is no choice. Rural marketing therefore is not only a survival strategy but also a growth strategy for many firms. However, to be successful in the rural markets it not only requires an understanding about the factors and characteristics of this market but also the wise use of an effective marketing strategy.
The focus of the paper is to discover as to how the elements of the marketing are integrated for the rural markets. Are they the same elements used in other markets i.e. the 4-P’s, or are there some different elements that increase the acceptance in the rural markets? It also aims to gain an understanding about the impact of these elements in creation of a model to succeed in the Indian rural markets. It further examines a success formula of “7-A’s Model” suggested by the author that will help the marketers to excel in the rural markets.
Publisher School of Management Sciences
Date 2016-05-17
Type info:eu-repo/semantics/article
Peer-reviewed Article
Format application/pdf
Source Adhyayan: A Journal of Management Sciences; Vol 1, No 1 (2011)
Language eng

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