CONTENTS: 1. The Rural India-The Potential Rural Market, 2. Rural Marketing-A Conceptual Analysis, 3. Rural Marketing Environment, 4. Weaknesses that Imkpede Rural Marketing, 5. Rural Marketing Reserarch, 6. The Rural Consumers-The Rural Buyers, 7. Determinants of Rural Consumer Behaviour, 8. Trends in Rural Consumer Behaviour & Rural Marketing Approaches, 9. The Agricultural Marketing-An Important Facel of Rural Marketing, 10. Agricultural Marketing-The Original Profile of Rural Marketing, 11. Marketing of Agricultural Inputs-Another Facet of Rural Marketing, 12. Marketing of Agricultural Produce-The Principal Ingredient of Agricultural Marketing, 13. Marketing of Rural Industrial Products-Another Important Component of Rural Marketing, 14. Export Marketing of Agricultural Produce, 15. Rural Marketing of Firm Products Consumables and Consumer Durables, 16. Institutional Role in Rural Marketing-Financial Institutions and Cooperative Credit Societies, 18. Rural Marketing Strategies, 19. Rural Market Seqmentation and Targeting, 20. Product Related Strategy for Rural Markets, 21. Pricing Policy Decisions, 22. Promotion Decisions-Promotion in Rural Markets, 23. Sales Promotion Decisions and Rural Marketing, 24. Distribution Strategies-Measures to Approach Rural Marketing, 25. Social Marketing Concept and Rural Marketing, 26. Case Studies on Rural Marketing.