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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/468

Title: Customization of marketing mix for rural markets
Authors: Menon, Narendranath
K, Suresh
Keywords: Rural Marketing
Customization of market
4Ps
4Ps
Issue Date: 5-Apr-2008
Publisher: Indian Institute of Management Kozhikode
Abstract: The journey of marketers to the rural markets has been one of surmounting one hurdle after another. These include the 4As-availability, affordability, acceptance and awareness. Adapting themselves to the rural atmosphere, marketers quickly along all elements of the 4Ps of the marketing mix-promotion,pricing,place and products. Evolution of a supporting ecosystem in the twenty first century provides several opportunities for serious marketers
URI: http://hdl.handle.net/2259/468
Appears in Collections:Conference on Global Competitiveness

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