Abstract
Companies face unique challenges while operating in the rural regions of the emerging markets where a large number of customers live in India. This “bottom of the pyramid” class as described by C. K. Prahalad in his book “The fortune at the bottom of the pyramid” describes about the profit that can be earned by selling products to this rural market. The majority of the emerging market nations continue to have largely agrarian-based economies. Creating products and services for this large and wide sparsely populated rural area have got unique challenges and also have enormous opportunities for companies.
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Abdulla Khaleel, P. (2018). Rural Marketing. In: Adhikari, A. (eds) Strategic Marketing Issues in Emerging Markets. Springer, Singapore. https://doi.org/10.1007/978-981-10-6505-7_8
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DOI: https://doi.org/10.1007/978-981-10-6505-7_8
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