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Technology Enabled Marketing in Indian Rural Segment – Scope and Challenges for the Retailing Firms

Year 2014
Volume/Issue/Review Month Vol. - VII | Issue I | January - June
Title Technology Enabled Marketing in Indian Rural Segment – Scope and Challenges for the Retailing Firms
Authors Amrita Pani , Mahesh Sharma
Broad area Technology Enabled Marketing in Indian Rural Segment – Scope and Challenges for the Retailing Firms
Abstract
Rapid speed of technology in every facet of economic, social, cultural & political life, produce efficiency , reduce
costs and yield more financial gains. Marketing to rural segment has become the strategic mantra of most business
houses in 21st century. Technology enabled marketing has brought about a paradigm shift in the buying patterns and
lifestyle of rural consumers in India. Several corporate giants like P&G , Nokia, Godrej, HUL, ITC and are discovering
cost effective & innovative models of rural marketing. The primary purpose of the paper is to focus on recent trends
in rural retailing in India for promoting and distributing superior quality products and services in the global competition.
This paper tries to focus on innovations in rural retailing. The scope of the study is limited to the area of rural retail
sector. Based on the data collected through secondary sources, this paper makes an evaluation of the extent of
innovativeness of Indian retailers for strengthening rural marketing
Description “Humanizing the livelihood of billions of people at the root of the economic pyramid is a gentle effort. It can also be an attractive one.” - C.K. Prahlad. There has been a paradigm shift in rural India with the advent of techno-tronic revolution. Rur
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