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Marketing Management (13th edition)
Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha

Building one-to-one relationships with customers may not be a viable task for a fast-moving consumer goods (FMCG) company, but Rural Relations can help, says Philip Kotler. “Rural Relations has direct contact with people in about 28,000 village s in Maharashtra, Gujarat, Madhya Pradesh, Rajasthan, and Uttar Pradesh,” he writes in Marketing Management, 13th edition ( www.pearsoned.co.in), co-authored with Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha.

“Rural Relations’ communication consists of handwritten mailers and postcards, which are usually directed at opinion leaders such as teachers, school children, shopkeepers, and women who are members of the village panchayat.”

This approach of relationship marketing does not aim to push products, but is aimed at making the villagers accept the marketed ideas, the authors observe. Recommended reading for the marketing professional.

D. Murali

BookPeek.blogspot.com

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