ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Rural Marketing Some Conceptual Issues

Mithileshwar Jha This paper makes an attempt at understanding the concept of rural marketing through conceptualisation based on literature review and some experimential learning. It aims to (i) develop a framework for understanding rural marketing; (ii) explore the state of the art based on the framework developed; (iii) examine the contributions from other disciplines (economics, sociology, anthropology, etc); (iv) review the literature on the rural situation; and (v) explore future concerns of rural marketing.

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