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Abstract:
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This paper coins and explains the term "Urban Myopia," and attempts to present a frame work for rural marketing in India. The marketing firms are blind to the six lakhs villages in India, perhaps the largest rural market, owing to urban myopia. These firms
should adopt the 3P Framework of Rural Marketing. This model will not only help the marketing firm to develop innovative products for rural markets but will help to align the CSR activities to its marketing activities. To tap the rural market potential in a sustainable way, the marketing firm will have to adopt the 3P framework in toto. This will bring the rural consumers into the value-net of the firm and help create innovative and green products (nature friendly) even for urban consumers. |