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This exciting book would fulfill the need for a text which covers the concept of Rural Marketing and Micro Finance as the Indian Fast Moving Consumer Goods (FMCG) industry began to shape during the last fifty odd years. The FMCG sector is a cornerstone of the Indian Economy. This sector touches every aspect of human life and their applications in day-to-day business. Integration of rural marketing functions is the underlying themes of the book, which recognize the fact that today there is probably no manager who does not have retail responsibilities as well. Globally, the FMCG sector has been successful in selling products to the lower and middle income groups, and the same is true in India.
This book is extremely student-friendly, has an applied focus, is modern in approach and has been written in simple language and cogent presentation basically for the students of MBA, PGDM, M.Com and other Post Graduation students of Indian Universities and B-schools. This book is a humble attempt at delineating and explaining all segments of advanced approach to rural marketing and micro finance as rural financial markets in emerging and developing economies face numerous challenges, which is multi-disciplinary, comprehensive and integrated course. To illustrate the concepts, examples, news and cases have been cited from Indian as well as abroad. The purpose of this textbook is to provide management students, professionals and executives with the most current, comprehensive and state-of-the-art analysis. Practicing professionals working in the areas of rural marketing and micro finance would find this book a useful reference.,Part 1: An Overview of Rural Marketing • Rural Marketing Concept and Scope • Rural Marketing and Research • Potential and Size of the Rural Markets • Rural Marketing Information System • Selection of Markets • Product Strategy-Product Mix Decisions • Pricing Strategy • Designing Right Promotion Mix • Distribution Strategy. Part II: CRM and Rural Marketing • Micro-Finance in India • Information and Communication Technology (ICT) in Rural Finance • Risk Management in Rural Finance • Micro, Small and Medium Enterprises (MSMEs) • Cases.
ISBN-9788174733900
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