MARKETING TO RURAL CONSUMERS

Understanding and tapping the rural market potential

3, 4, 5 April 2008 at IIM Kozhikode

Organized byIndian Institute of Management Kozhikode

Call for Papers Review of Papers/Cases Review Process Dates to remember Registration Conference Co Chairs Download Brochure Download Registration Form Accepted Abstracts

Introduction
The emergence of rural markets as highly untapped potential emphasizes the need to explore them. Marketers over the past few decades, with innovative approaches have attempted to understand and tap rural markets. Some of their efforts paid off and many back fired making rural markets still an enigma.

Academic scholars in rural marketing mapped the organizational efforts and suggested alternative approaches to tap rural markets. Surge in the publications on rural marketing is an indicator of the interest in this emerging domain of knowledge. However, studies have been widely fragmented and time has come to consolidate the knowledge that has evolved over the past years. In consolidating the efforts, setting future directions would be possible.

The conference on "Marketing to Rural Consumers – Understanding and Tapping the Rural Market Potential" addresses this need and seeks participation from the interested academic and practicing fraternity. The conference is scheduled during 3, 4, 5 April 2008 and will be conducted at Indian Institute of Management, Kozhikode campus. The conference offers an opportunity for exchange of research and practical insights related to marketing to rural consumers and disseminate the knowledge generated.

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