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CONFERENCE ON MARKETING TO RURAL CONSUMERS
Posted Date: 03 Nov 2007 Resource Type: Articles/Knowledge Sharing Category: General
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Posted By: Bala Member Level: Diamond
Rating:  Points: 4
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Conference on MARKETING TO RURAL CONSUMERS
– Understanding and tapping the rural market potential
3, 4, 5 April 2008 at IIM Kozhikode
Organized by
Indian Institute of Management Kozhikode
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.
Call for Papers :
The conference invites papers on the following themes:
Definitional issues of rural and rural market environment
Intensity and type of competition
Consumer behaviour and decision making process
Product and positioning strategies
Value offering and pricing issues
Channels of distribution
Issues in communication
Any other issues related to the theme of the conference
Papers may be theoretical or empirical including case studies. Papers should be original (i.e. not have been published elsewhere) and relevant to the overall conference theme.
Conference Co Chairs:
Dr. Sanal Kumar Velayudhan
E-mail: sanal@AT@ iimk.ac.in,
Ph. +91 495 – 2809103 (office)
Dr. G. Sridhar
E-mail: drgsridhar@AT@ iimk.ac.in,
Ph. +91 495 – 2809102 (office)
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