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In recent years, rural markets of India have acquired significance, as the overall growth of the Indian economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. Rural India with its traditional perception has grown over the years, not only in terms of income, but also in terms of thinking. The rural markets are growing at above two times faster pace than urban markets; not surprisingly, rural India accounts for 60% of the total national demand. Therefore the book will be useful for the students of B.Com, M.Com, MA (Rural development), MBA and other Professional courses. The book caters to the needs of students to answer the question in the right approach. Written in a student –friendly manner, this book is intended for commerce students of all the universities in India . Simplicity and brevity are the main determinant of this book. The book has 3 units covering all the important ingredients of rural marketing. My endeavor has been to make this book strictly syllabus oriented. I hope my sincere efforts to present the text of the syllabus analytically and methodically is appreciated by students as well as teachers.