Rural Marketing: Challenges and Opportunities

Abstract

Many research papers and books pointed out that business opportunites are there at the bottom of the pyramid (BoP). This is true that rural income is neither stable nor high. In this landscape, selling products to the majority of poor people, with little or no access to electricity, is a huge challenge. Today rural marketing goes beyond what is typically taught in business schools. It extends beyond the traditional marketing activity of a large organization and pushes the envelope of what is the tried and true go-to-market marketing practices.