Textbook of Rural Marketing :: Book

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Textbook of Rural Marketing :: Book Cover

ISBN : 81-8324-931-0
Title : Textbook of Rural Marketing
Author : Biswa Mohana Jena
Year : 2019
Price :Rs. 250
Published By Mittal Publications, New Delhi

About the Book

In recent years, rural markets of India have acquired significance, as the overall growth of the Indian economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged.

Rural India with its traditional perception has grown over the years, not only in terms of income, but also in terms of thinking. The rural markets are growing at above two times faster pace than urban markets; not surprisingly, rural India accounts for 60% of the total national demand.

Therefore the book will be useful for the students of B.Com, M.Com, MA (Rural development), MBA and other Professional courses. The book caters to the needs of students to answer the question in the right approach.

Written in a student –friendly manner, this book is intended for commerce students of all the universities in India .Simplicity and brevity are the main determinant of this book. The book has 3 units covering all the important ingredients of rural marketing. My endeavor has been to make this book strictly syllabus oriented. I hope my sincere efforts to present the text of the syllabus analytically and methodically is appreciated by students as well as teachers

About the Author

DR. BISWA MOHANA JENA, M.Com, M.Phil, UGC Net, CA Inter, LLB, PGDRD. He is Currently Head, Department Of Commerce And Economics in Netaji Subhas Chandra Bose (A Govt Lead) College, Sambalpur. He has worked as Assistant Professor of Finance in National Law University, Cuttack and Lecturer in Department of Rural Development, Ravenshaw University. He had experience of teaching in IMIT, Ravenshaw Junior College, SB Womens College, JKBK College, IGNOU, Ravenshaw University (Department of IMBA, Department of ITM, and Commerce) for the last 8 years.

His keen areas of interest are Auditing, Financial accounting, Cost accounting, Management accounting, Business statistics, Financial management, Principles of management, Corporate accounting, Entrepreneurship, Business law, Human resource management. He has 30 research publication in international journal and presented 40 research papers in national and international forum. He is a vivid writer and has already authored 10 books.

He is also Awarded Fellowship by World business Institute, Australia for Academic Research activities and body of knowledge. He is also a State Level Rajiv Gandhi Prativa Puraskar Awardee and Rashtriya Nirman Award by NRI Welfare Society, India for distinguished work towards nation as a Social worker


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