The Don’t flirt with rural Marketing Fourteen Step approach outlined in the book will provide a practical guide even to seasoned marketers, and to those who are planning to go rural for the first time. These are the steps that every company should follow, especially if they want to build their brands in rural India (beyond urban areas). It also give insights to anyone, including students of Rural Marketing, who are interested in knowing the intricacies involved in planning and executing rural initiatives. The book also contains a DVD showing some of the case studies featured in the book.The Handbook of Rural Marketing’, written by veteran adman and rural marketing specialist RV Rajan, has been published by Productivity & Quality Publishing, Chennai. Claiming to be the first such effort, the book contains a 14-step approach to rural marketing, packed with valuable insights of the author who spent 35 years of his 45-year advertising career helping a wide variety of clients in conceiving and executing their rural marketing strategies.
The Don’t flirt with rural Marketing begins with a Prologue that describes the author’s interesting journey through the hinterland of the country, transforming a city boy into a rural marketing specialist.
The chapters outlining the 14-step approach include topics like Commitment from the Top Management, Choosing the Right Product, Understanding the Mindset of the Rural Consumer, Getting a Dedicated Task Force, Developing focused communication strategy, Performance evaluation, etc. The highlight of the book is the elaborate chapter on Below the Line Activities (BTL) which account for 80 per cent of rural marketing efforts. In this chapter the author provides a detailed practical guide for any kind of road show.
Don’t flirt with rural Marketing Many of the chapters are supported by Appendices giving very useful contact details of individuals and institutions that provide support services to anyone interested in making a foray into rural marketing. For instance, it has a list of agencies specialising in rural research, list of agencies which help in planning and executing rural strategies, list of select event management companies, list of important melas, sources of secondary data on rural marketing, etc.