Parida, Rashmi Ranjan; Sahney, Sangeeta - In: Asia Pacific Journal of Marketing and Logistics 30 (2018) 2, pp. 297-308
Purpose: The purpose of this paper is to draw qualitative insights about Indian rural markets and marketing. First, the key aspirations of the rural customers are listed; then the paper explores an understanding about this potential market among marketing professionals; and finally, issues and...