School of Management Studies, MIMT. Greater Noida.
Rural marketing is emerging as a boom sector due to revolution in awareness amongst farmers, impact of media, spread of higher education, impact of integrated rural development access to government's research findings and interest of large corporate groups in agriculture sector. After all rural marketing is a mix of flow of products, goods, services or ideas from rural producers to urban consumers, urban producers to rural consumers and rural producers to rural consumers. However rural producers/craftsmen who have urban clientele are still at relatively disadvantage due to lack of proper marketing strategies. Ingress of big corporate groups in rural market is indeed a silver lining in horizon. Against this backdrop, this paper attempts to analyse problems associated with marketing of rural products and give a realistic overview.
