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Journal articles on the topic 'Rural Marketing'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

K., Sundararajan. "Rural Marketing "Rural Marketing is Real Marketing"." Shanlax International Journal of Commerce 7, S1 (2019): 173–78. https://doi.org/10.5281/zenodo.3451681.

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Definition and domain-related issues of ‘rural marketing’ need further explanation and revision. Often, rural marketing is equated with shopping by multinationals in rural India. The existing literature in rural marketing has uncritically used the concepts, theories, models, and frameworks of the mainstream marketing discipline. So far, farm marketing has failed to create its proprietary concepts, theories, frameworks, and distinct vocabulary. As a result, agricultural marketing cannot claim the status of a separate subdiscipline within the wider marketing discipline. I provide a r

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Ahmed, N. Md Faiyaz. "Rural Marketing Mix." International Journal of Trend in Scientific Research and Development Volume-1, Issue-5 (2017): 384–87. http://dx.doi.org/10.31142/ijtsrd2305.

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Modi, Pratik. "Rural Marketing." International Journal of Rural Management 5, no. 1 (2009): 91–104. http://dx.doi.org/10.1177/097300520900500105.

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4

Barad, Dr Manisha. "Rural Marketing N India." Indian Journal of Applied Research 2, no. 1 (2011): 8–9. http://dx.doi.org/10.15373/2249555x/oct2012/4.

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N., Md Faiyaz Ahmed. "Rural Marketing Mix." International Journal of Trend in Scientific Research and Development 1, no. 5 (2017): 384–87. https://doi.org/10.31142/ijtsrd2305.

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The buzzword today in the Marketing Industry is "Rural Marketing" reportedly three times that of the European Market, the Indian rural market is a huge untapped resources Almost half of the national income is generated here. Rural market offers new and greatest opportunities to manufacturer. MNC's and Indian companies alike are now plugging into these huge markets. India is a country where the majority population, almost 70 lives in villages, there are 627000 villages in the country spread across its length and breadth. There are 25 official languages and some four hundred dialec

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Prakash, DR N. R. Mohan, and M. Kethan. "Going Rural – A Glimpse of Rural Marketing Mix." International Journal of Trend in Scientific Research and Development Volume-2, Issue-2 (2018): 689–92. http://dx.doi.org/10.31142/ijtsrd9485.

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7

Jesudian, Gnanaraj. "Marketing rural hospitals." CHRISMED Journal of Health and Research 1, no. 2 (2014): 123. http://dx.doi.org/10.4103/2348-3334.134282.

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Jha, Mithileshwar. "Holistic Rural Marketing." International Journal of Rural Management 8, no. 1-2 (2012): 121–32. http://dx.doi.org/10.1177/0973005212462116.

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Modi, Pratik. "Rural Marketing: Marketing to the Rural, Poor or Disadvantaged Consumers." International Journal of Rural Management 8, no. 1-2 (2012): 3–5. http://dx.doi.org/10.1177/0973005212462115.

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10

Dr. R. D. Mehta, Dr R. D. Mehta. "Indian Economy and Rural Marketing." International Journal of Scientific Research 2, no. 3 (2012): 250–52. http://dx.doi.org/10.15373/22778179/mar2013/78.

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Rathee, Dr Seema, and Jitender Kumar. "Rural Marketing: A Conceptual Framework." Indian Journal of Applied Research 3, no. 9 (2011): 107–9. http://dx.doi.org/10.15373/2249555x/sept2013/34.

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Pooja, Yadav. "A Review on Rural Marketing in India Oppurtunities, Challenges and Strategies." International Journal of Trend in Scientific Research and Development 2, no. 2 (2018): 959–63. https://doi.org/10.31142/ijtsrd9553.

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India's growth move is highly driven by the development of the rural people. Rural marketing is a developing concept, and the marketers have realized the opportunity of growth in the market recently. Due to green revolution, the rural areas are consuming a large quantity of industrial and manufactured products. In this way rural market offers opportunities in the form of large untapped market, increase in disposable income, increase in literacy level and large scope for penetration. To take the advantage of these opportunities, a special marketing strategy 'Rural Marketing' has eme

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Bhavika Pandita Hakhroo. "Review of Rural Marketing in India and Innovations in Rural Marketing." International Journal of Engineering and Management Research 10, no. 5 (2020): 5–11. http://dx.doi.org/10.31033/ijemr.10.5.2.

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The aim of this research is to study the current scenario of Rural Marketing in India, the rural market presents with its various opportunities and challenges, given how diversely populated the rural consumers in India are. The rural market consists of 83.3 crore people and this is what attracts marketers to enter in this market. To market in the territory of rural marketing corporations must understand the rural consumer. There is a shift incoming from urban to the rural marketing as the development and levels of literacy and awareness among the rural consumers is rising and these consumers w

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Joshi, Dr G. R. "Innovation in Rural Marketing." International Journal for Research in Applied Science and Engineering Technology 10, no. 10 (2022): 186–91. http://dx.doi.org/10.22214/ijraset.2022.46966.

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Abstract: The aim of this research is to study the current scenario of Rural Marketing in India, the rural market presents with its various opportunities and challenges, given how diversely populated the rural consumers in India are. The rural market consists of 83.3 crore people and this is what attracts marketers to enter in this market. To market in the territory of rural marketing cqorporations must understand the rural consumer. There is a shift incoming from urban to the rural marketing as the development and levels of literacy and awareness among the rural consumers is rising and these

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15

Haldar, Piali. "Modern Rural Marketing Network." Asia-Pacific Journal of Rural Development 25, no. 1 (2015): 91–102. http://dx.doi.org/10.1177/1018529120150108.

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16

Gilbert, David. "Rural tourism and marketing." Tourism Management 10, no. 1 (1989): 39–50. http://dx.doi.org/10.1016/0261-5177(89)90033-2.

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17

MALIK, ANJALI. "Rural Marketing in India." Turkish Journal of Computer and Mathematics Education 09, no. 01 (2018): 509–18. http://dx.doi.org/10.36893/tercomat.2018.v09i01.509-518.

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Rural markets have gained importance in the past few years because of the large rise in the purchasing capacity of rural populations brought about by the economy as a whole. In India, the urban and rural markets differ significantly. When compared to urban consumers, rural consumers vary because of family history, wealth, education, as well as other sociodemographic characteristics. The green movement has increased the amount of manufactured and raw products consumed in rural areas. As a result, the market presents potential in the form of a sizable untapped market, rising expendable cash, ris

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18

M., Shanthala, and Shree Geetha. "Digitalisation in Indian Rural Marketing: Awareness of Digital usage in Rural Marketing." Shanlax International Journal of Arts, Science and Humanities 6, S1 (2018): 150–54. https://doi.org/10.5281/zenodo.1404495.

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The virtual marketing in India is accelerating and rapidly growing in rural areas of the country. Their progress depends on the ability to figure out the basic factors which is needed in the rural area for the development of the society. This paper makes out the high importance of online infrastructure and the effectiveness of internet connectivity with one mission and target and even explains the purpose to take nation forward digitally and economically. This paper initiates and ensures that how people are getting engaged in the innovation process (AI) which is necess

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Swaroop, kumar. R., Dr.T.H.Murthy, and N. T. Narayanaswamy Dr. "Rural Infrastructure and Rural Agricultural Marketing: Challenges and Strategies." RESEARCH REVIEW International Journal of Multidisciplinary 03, no. 09 (2018): 226–28. https://doi.org/10.5281/zenodo.1415316.

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This paper attempts to highlight both rural infrastructure and rural marketing. It examines the marketing aspects of Rural produce with special reference to agriculture market while on, the other hand Infrastructure. The concept of rural infrastructure and rural agricultural markets in India is still in evolving shape, and the sector poses a variety of challenges. The earlier practices of rural marketing as accompaniment of the urban market is not correct, the rural markets have their own independent existence, and if cultivated well could turn into a generator of profit for the sellers of far

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Agapito, Dora Lúcia, Costa Mendes da, Patrícia Susana Valle, and Hugo Márcio de Almeida. "Um contributo do marketing sensorial para o marketing da experiência turística rural. Sensory marketing rural tourist experiences." PASOS Revista de turismo y patrimonio cultural 12, no. 3 (2014): 611–21. http://dx.doi.org/10.25145/j.pasos.2014.12.045.

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DR., N. R. Mohan Prakash, and Kethan M. "Going Rural - A Glimpse of Rural Marketing Mix." International Journal of Trend in Scientific Research and Development 2, no. 2 (2018): 689–92. https://doi.org/10.31142/ijtsrd9485.

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Present market industry is pampered with the word "Rural" which is huge market with a triple of its size compared to other country markets. Rural market can be termed as a Dazzling bird with a vast untapped market of resources and opportunities. Where more than half of the national come in generated from rural market this leads the manufacturers to plunge in to these untapped market. Most of the population in India resides in rural spreading with 65000 villages, speaking various linguistic languages. Lot of transformation is observed in the rural people where they are not interested

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22

Dr., Vidya M. Jirage. "Development of Rural Marketing in India." International Journal of Advance and Applied Research 4, no. 27 (2023): 7–11. https://doi.org/10.5281/zenodo.8261666.

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India is a diverse country where about 70% of people live in villages. The rural economy of India has rapidly transformed in the last decade. The rural economy has rapidly transformed in the last decade and is now being led by manufacturing. Indeed, agriculture accounts for only about one-fourth of rural GDP compared to half a decade ago. About 55 percent of manufacturing GDP is rural; nearly 75 percent of new factories built in the last decade. The aim of this article is to study the corporate sector initiation to cover rural customer and factors contributing towards the growth and developmen

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23

Gupta, Abhijit. "Rural Marketing in India – Strategies and Perspectives." International Journal of Trend in Scientific Research and Development Volume-2, Issue-4 (2018): 2769–73. http://dx.doi.org/10.31142/ijtsrd15686.

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Trivedi, Kavita A. "Rural Marketing Practices in India: Emerging Issues." International Journal of Scientific Research 1, no. 1 (2012): 78–79. http://dx.doi.org/10.15373/22778179/jun2012/27.

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25

Rao, K. L. K., and Ramesh G. Tagat. "Rural marketing: A developmental approach." Vikalpa: The Journal for Decision Makers 10, no. 3 (1985): 315–26. http://dx.doi.org/10.1177/0256090919850309.

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The paper argues for a new role for rural marketing, namely, that of delivering a better standard of living and quality of life for the rural people. It discusses the role of conflict, corporation, and competition in the modernization of rural society brought by rural marketing. It conceptualizes rural marketing as an interactive activity in which the major participants are the government, voluntary agencies, the corporate sector, and the rural clientele, each with its distinctive activities, mode of operating, and stake.

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Abhijit, Gupta. "Rural Marketing in India - Strategies and Perspectives." International Journal of Trend in Scientific Research and Development 2, no. 4 (2018): 2769–73. https://doi.org/10.31142/ijtsrd15686.

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The potential for growth in business is surely moving towards the rural market from the urban one and marketers have to gear up for this change by devising suitable marketing strategies for the Rural market place. Abhijit Gupta "Rural Marketing in India - Strategies & Perspectives" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-4 , June 2018, URL: https://www.ijtsrd.com/papers/ijtsrd15686.pdf

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Dr., Geeta Yadav. "A Study on Rural Marketing in India Challenges and Opportunities." International Journal of Trend in Scientific Research and Development 2, no. 2 (2018): 806–9. https://doi.org/10.31142/ijtsrd9498.

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Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives In India, except few metropolitan cities, almost all the districts and industrial townships are well connected with rural markets The rural population in India accounts for around 627 million, which is exactly 74.3 percent of the total population. The rural market in India is vast and scattered and offers a plethora of opportunities in comparison to the

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28

Ranjan, Rajeev Kumar. "Rural Marketing: The New Paradigm." Prabandhan: Indian Journal of Management 3, no. 3 (2010): 41. http://dx.doi.org/10.17010//2010/v3i3/61126.

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Ranjan, Rajeev Kumar. "Rural Marketing: The New Paradigm." Prabandhan: Indian Journal of Management 3, no. 3 (2010): 41. http://dx.doi.org/10.17010/pijom/2010/v3i3/61126.

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30

Gosavi, Dr Y. M., and Prof Vishal Balkruhsna Samudre. "Rural Marketing – Opportunities & Challenges." IOSR Journal of Business and Management 18, no. 08 (2016): 59–64. http://dx.doi.org/10.9790/487x-1808015964.

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31

Kashyap, Pradeep. "Marketing rural products in India." Small Enterprise Development 2, no. 2 (1991): 51–55. http://dx.doi.org/10.3362/0957-1329.1991.020.

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32

Rao, C. P. "Marketing Strategies for Rural Hospitals." Journal of Hospital Marketing 1, no. 3-4 (1987): 105–12. http://dx.doi.org/10.1300/j043v01n03_11.

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33

Jayadatta, S., and Shivappa Dr. "A study on role of digitalization in marketing of rural enterprise produces in present context." 'Journal of Research & Development' 15, no. 13 (2023): 170–75. https://doi.org/10.5281/zenodo.8149475.

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Digitalization has become a transformative force in many industries, including marketing, in the current environment. This abstract examines the function of digitalization in the marketing of goods produced by rural enterprises, highlighting the importance of this development in bridging the gap between rural producers and consumers. Rural businesses frequently encounter particular difficulties like restricted market access, poor infrastructure, and low product visibility. These businesses now have the chance to get past these challenges and succeed in the market thanks to the development of d

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34

POONAMA,, KUMARI. "SWOT Analysis of Rural Digital Marketing." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 01 (2025): 1–9. https://doi.org/10.55041/ijsrem40449.

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India is a country with nearly three-fourth of its consumers belongs to rural market and 1/2 of the national income move towards from the rural market segment. Digital technology is innovative platform for digital marketing in overall the world. The most significant thing about marketing is that it spread over heterogeneity in rural consumer. The rural marketing in urban and rural areas differs due to geographical region. SWOT analysis is strategic frameworks that help to evaluate the rural marketing in different section and segments that how to social media and different Apps to reach rural a

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Cheng, Congxi, Yangyang Zhang, Sha Luo, et al. "Study on the marketing of rural tourism destination based on the internet perspective." MATEC Web of Conferences 355 (2022): 02066. http://dx.doi.org/10.1051/matecconf/202235502066.

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With the rapid development of the rural tourism in China, how to innovate and optimize the marketing mode and successfully achieve the marketing purpose is an urgent problem for the marketing of the rural tourism destination. The rapid development of Internet technology has provided new ideas for rural tourism destination marketing. Based on the analysis of the questionnaire results of rural tourists, this paper has proposed the optimization suggestions of rural tourism destination marketing from the Internet perspective. That is, building the information communication channel between rural to

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Arianto, Bambang, Nur Faiza, Eman Diantoro, Suheri Suheri, and Syarif Hidayat. "The Role Of Digital Marketing In Developing Rural Creative Economy." JMM17 : Jurnal Ilmu ekonomi dan manajemen 12, no. 1 (2025): 95–105. https://doi.org/10.30996/jmm17.v12i1.12794.

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This paper presents a study of the role of digital marketing in developing the rural creative economy in Indonesia. Micro, Small, and Medium Enterprises (MSMEs) in rural communities can benefit greatly from the simplicity and efficiency of digital marketing. However, the use of digital marketing is not yet fully optimized in Pandeglang Regency due to unequal internet infrastructure and lack of digital marketing skills. To address this issue, we conducted a qualitative study using in-depth interviews and observations with rural creative economy actors in the area. The data collected were analyz

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Grubor, Aleksandar, Ksenija Leković, and Slavica Tomić. "Rural tourism marketing of the Danube region." Ekonomika 65, no. 4 (2019): 1–9. http://dx.doi.org/10.5937/ekonomika1904001g.

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38

Gerking, Stephan. "Book Review: R.V. Rajan. 2013. Don’t Flirt with Rural Marketing—The Handbook of Rural Marketing." Millennial Asia 5, no. 2 (2014): 252–54. http://dx.doi.org/10.1177/0976399614541209.

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39

Tabassum Sujana Al, Mahajabin. "Library Marketing in Rural Educational Institutions of Bangladesh." International Journal of Science and Research (IJSR) 13, no. 2 (2024): 368–72. http://dx.doi.org/10.21275/sr24201004108.

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Yuliatiningtyas, Solikhah, Syaharani A. Putrian, and Tyan A. Ramadiansyah. "Empowerment of Digital Marketing and Women's Role in Rural Economic Development." Golden Ratio of Marketing and Applied Psychology of Business 4, no. 2 (2024): 101–8. http://dx.doi.org/10.52970/grmapb.v4i2.432.

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This study investigates the impact of digital marketing training on rural economic development and women's empowerment in Nglinggi Village, Klaten, Central Java. Conducted over two years, the research engaged 25 participants from various backgrounds, utilizing interviews and observations. Drawing from Marketing and Women's Empowerment theories, the study explores how digital marketing interventions drive economic participation and reshape power dynamics. Results show improved digital literacy and business capacity, empowering women in economic activities. E-commerce integration expands market

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Lekhanya, Lawrence Mpele, and Roger B. Mason. "The use of marketing strategies by Small, Medium and Micro Enterprises in rural KwaZulu-Natal." Southern African Journal of Entrepreneurship and Small Business Management 6, no. 1 (2013): 39. http://dx.doi.org/10.4102/sajesbm.v6i1.32.

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<p>This paper examines the use of marketing strategies by Small, Micro and Medium Enterprises (SMMEs) in rural areas and identifies how they are limited by various internal and external factors. The study aimed to determine whether rural SMMEs have formal marketing strategies, the factors that constrain their marketing activities, their understanding of what marketing entails and the marketing communications techniques that they use. The study was conducted in rural KwaZulu-Natal (KZN), using a survey method. The sample consisted of 374 SMME owners/managers, selected using quota sampling

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Ginting, Albertino Persadanta, I. Gusti Ayu Ketut Giantari, and Ida Bagus Sudiksa. "PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KINERJA PEMASARAN (Studi Kasus Pada Bank Perkreditan Rakyat se-Provinsi Bali)." E-Jurnal Manajemen Universitas Udayana 9, no. 2 (2020): 508. http://dx.doi.org/10.24843/ejmunud.2020.v09.i02.p06.

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The purpose of this study is to explain the relationship between customer relationship management on the marketing performance of Rural Bank of Bali province and competitive advantage as mediating variables. The variables examined in this study are customer relationship management, marketing performance and competitive advantage. The number of samples obtained was 120 marketing staff, Marketing Manager or owner of Rural Credit Bank in Bali Province. Data were collected through questionnaires. The analysis technique test using path analysis. Based on the analysis found the result that customer

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43

R, Sneha, and Bibi Hajira. "Rural Marketing Strategies in India: Recent Trends." East Asian Journal of Multidisciplinary Research 1, no. 8 (2022): 1527–36. http://dx.doi.org/10.55927/eajmr.v1i8.1001.

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In today’s competitive market environment all the companies are trying to maximise their growth and profits. Each and every company has its own marketing strategies. Marketing strategies are different for different markets. Rural Marketing Strategies are totally different from Urban Marketing Strategies. In order to survive in the market one has to tap both urban market as well as rural market. In this paper researcher discussed about various opportunities, threats, different market strategies in rural markets in India. Researcher also throw the light on recent trends in Rural Marketing.

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44

Pato, Lúcia, and Elisabeth Kastenholz. "Marketing of rural tourism – a study based on rural tourism lodgings in Portugal." Journal of Place Management and Development 10, no. 2 (2017): 121–39. http://dx.doi.org/10.1108/jpmd-06-2016-0037.

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Purpose The purpose of this paper is to investigate the marketing actions developed for rural tourism lodgings and the effect of these actions on lodgings’ performance. Design/methodology/approach Data were collected with a questionnaire-based survey, addressing promoters of rural tourism supply in Portugal and were analysed using SPSS. Descriptive analysis was undertaken along with a cluster analysis aimed at identifying groups of suppliers according to the types marketing activities they carried out. Findings Results show that the majority of the suppliers are engaged in other professional a

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Airlangga, Primaadi, Sujono Sujono, Nur Khafidoh, Anti Qurrota A'yuni, Rina Dewi Febrianti, and Shoimaturrodliyah Shoimaturrodliyah. "Digital Marketing Training to Provide Economic Recovery Opportunities for the Community of Jatiwates Jombang East Java." Jurnal Pengabdian Masyarakat 4, no. 2 (2023): 310–16. http://dx.doi.org/10.32815/jpm.v4i2.997.

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Purpose: This study addresses the shift from conventional to Digital Marketing strategies in Jatiwates village, Jombang, East Java, in response to pandemic-induced marketing challenges. The research explores the impact of Digital Marketing training on local agricultural promotion, emphasizing its practical significance and economic sustainability. Method: Employing qualitative methods, this research investigates the efficacy of Digital Marketing training through direct engagement, observations, and interviews. Thematic analysis reveals insights into the transition's outcomes and practica

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U A, Chandan, and Veershetty G. Rathod. "Impact of Digital Marketing on Rural Marketing - Opportunities And Challenges." JNNCE Journal of Engineering and Management SP04 (May 31, 2025): 614–18. https://doi.org/10.37314/jjem.sp0468.

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47

Chiriac, Lilia. "MARKETING APPROACH IN VALORIZATION OF THE RURAL AREA." Journal of Social Sciences III (1) (March 23, 2020): 40–47. https://doi.org/10.5281/zenodo.3724631.

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The development of marketing programs for the rural area, the creation of the organizational structures for their realization, the elaboration of the methodology to apply rural marketing and identify marketing tools would favor the development of rural localities. Thus, the concept of rural marketing offers the theoretical and methodological support to carry out these activities, which will therefore contribute to attract investment, human, financial resources in rural localities. The influence of rural marketing on the external environment (economic, social, cultural, environment) puts its ma

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Dhewanto, Wawan, Salma Azzahra, Fera Yunita, and Vania Nur Rizqi. "DIGITAL MARKETING FOR RURAL YOUTH ENTREPRENEURS." Global Fashion Management Conference 2020 (November 5, 2020): 1412–21. http://dx.doi.org/10.15444/gmc2020.10.07.04.

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49

Aggarwal, Bhavna. "Emerging trends in indian rural marketing." IME Journal 14, no. 1 (2020): 74. http://dx.doi.org/10.5958/2582-1245.2020.00011.1.

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Mathur, Siddharth. "The Marketing Battlefield Called Rural Market." Review of Professional Management- A Journal of New Delhi Institute of Management 8, no. 2 (2010): 7. http://dx.doi.org/10.20968/rpm/2010/v8/i2/92813.

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