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Synopsis In the present business scenario, organizations are trying every possible strategy to sustain growth and profitability for their survival. The most obvious approach available to these firms nowadays is to move away from the already saturated metros and large towns to the smaller semi-urban or rural areas, where sufficient disposable income is available and people do not believe in keeping their savings in banks or investing in stock market.

This book is a compilation of the select papers received for presentation at the National Conference on Rural Marketing organized by the BLS Institute of Management. The papers have been clubbed into four major sections:

Rural Retail and Distribution/ICT Interface in Rural Markets/Strategies for the Rural Marketing/Emerging Trends and Opportunities

These papers cover wide-ranging aspects of rural marketing and are based on conceptual analysis, experiences as well as research findings of the contributors. The broad issues discussed in these papers include various sub-themes related to rural markets such as, consumer buying behaviour, marketing mix strategies, recession, organized retail, scope of ICT, etc.

This book is expected to explore and bring forth the thought provoking strategies that would assist business organizations in their rural venture. It aims at generating new streams of ideas on the contemporary field of Rural Marketing. The book would prove to be immensely useful to the researchers, academicians as well as practitioners.