Rural Marketing

ISBN Number : 978-81-8488-508-8

Library Price : Rs.850

Library Dollar Price : 34$

Book Edition : First

Year of Publication : 2009

No. Of Pages : 314

Book Weight :436

About The Book

The first edition of the book, "Rural Marketing - Opportunities and Challenges". Rural India, with it`s vast size and demand base, offers great opportunities for markets, but thorough understanding of rural India in-depth the needs, psyche and the changing aspiration of the rural folks is the need of the hour.
This book is an outcome of the efforts put to understand the perception of the rural consumer towards products offered by the marketers in rural markets, this book will give facts and figures of rural India for the students of marketing, research scholars and marketers to understand the environment in which the rural markets operate.
This book is a useful source book and I strongly feel that it would serve as a think-tank to the corporates/practitioners and MBA students for new ideas for developing sustainable marketing strategies for the benefit of the rural entrepreneur. An effort is made to study the concept of rural marketing with special reference to FMCG marketed by the Multinational Companies. A good amount of qualitative and quantitative information has come in hand during the course of data collection under the study and the same is used to analyze and interpret valid conclusions and findings.

Book Content of Rural Marketing


1. Introduction
2. FMCG in Rural Marketing
3. FMCG Rural Marketing by MNCs
Research Methodology


4. Rural Marketing FMCG (Toothpaste) Marketed by Multinational Companies
5. Rural Marketing FMCG (Soaps) Marketed by Multinational Companies
6. Rural Marketing FMCG (Detergents) Marketed by Multinational Companies
7. FMCG Rural Marketing Strategies Adopted by Multinational Companies
8. Conclusions and Findings
9. Suggestions and Recommendations

About The Author

Dr. H.S. Cheema has total work experience of 28 years in Industry. Academic (sales, marketing. channel management. product development, licensing, merchandising and exports). He has also handled exports to the countries like Nepal. Burma, Bangladesh and Sri Lanka. He has a major exposure of handling sales at National level. He has presented papers at National and International Conference, and has received honours in research paper contest. His paper has been selected at the International Level, and had presented papers at APMC Asia-Pacific Marketing Conference in Malaysia, and at MAG Scholar Conference at Wellington. New Zealand.   

He is also invited as a Chairperson in IBS Hyderabad. IBS Powai. IMI Indore. and other B-schools, to the Chair the session. He has to his credit of taking first movers advantage in analysing the case study on "Chak De India" as management training tool. He has conducted workshop based on Chak De for 24 B-schools in Indore with wider media coverage, where media has addressed him as a Management Guru. He has conceptualised innovative big events in academic, i.e., "Chakravyuh", "GNIMS da Lashkara" and "Aashayein". He is the Author of the book "Rural Marketing Opportunities and Challenges" and Co-editor of four books: (1) "Glimpses of Emerging Trends in Trade and Development", (2) "Entrepreneurship, Growth and Economic Integration − A Linkage" (3) "Library: A Temple of Learning and Knowledge House", and (4) "Women Empowerment in the 2 Century".   

Dr. H.S. Cheema is also Founder Editor-in-chief of "Atmajvot" and Gyan Samhita Journal of Research. He is also on the Editorial Advisory Board of various National and International Journals like: (1) "IMI Disha", (2) "International Journal of Management Prudence", (3) "Management Prudence", (4) "Editorial Review Board of Asian Journal of Business Research", (MAG Scholar, New Zealand)", and (5)"Kaleidoscopic Perspectives of Research in the Globalized Era".   

He is also Lifemember of Higher Education Forum, Lifemember of ISTD (Indian Society for Training and Development), Member of Commerce Teachers Association of SNDT Women`s University, Mumbai, Lifemember of Maharashtra State Commerce Association, Recognised as a PG Teacher of the Mumbai University for MMS degree.   

Dr. H.S. Chcema is a CEO and Dean with Institute for Future Education Entrepreneurship and Leadership (IFEEL).

Book Reviews

Login Form