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Keywords: Rural consumers
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Journal Articles
India's rural growth engine: the need to address rural diversity
Available to Purchase
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2013) 5 (3): 171–176.
Published: 16 August 2013
...Amit Mookerjee Purpose The article aims to examine the rural‐urban divide used as a premise for idiomatic understanding of Indian rural consumers, and review current practices. This may be self limiting, and may trap marketers in an idiom that is not in touch with current realities in the rapidly...
