{"id":"https://openalex.org/W2967036174","doi":null,"title":"Innovative Practices in Rural Marketing: An Indian Perspective.","display_name":"Innovative Practices in Rural Marketing: An Indian Perspective.","publication_year":2013,"publication_date":"2013-03-12","ids":{"openalex":"https://openalex.org/W2967036174","mag":"2967036174"},"language":"en","primary_location":{"id":"mag:2967036174","doi":null,"is_oa":true,"landing_page_url":"https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3138608","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"SSRN Electronic Journal","raw_type":null},"volume":null,"type":"preprint","indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3138608","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5088024187","display_name":"Asha E. Thomas","orcid":"https://orcid.org/0000-0002-4694-0693","observed_orcids":["https://orcid.org/0000-0002-4694-0693"]},"institutions":[{"id":"https://openalex.org/I177436651","display_name":"Mahatma Gandhi University","ror":"https://ror.org/00h4spn88","country_code":"IN","type":"education","lineage":["https://openalex.org/I177436651"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Asha E. Thomas","raw_affiliation_strings":["Mahatma Gandhi University"],"raw_orcid":"https://orcid.org/0000-0002-4694-0693","affiliations":[{"raw_affiliation_string":"Mahatma Gandhi University","institution_ids":["https://openalex.org/I177436651"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5088024187"],"corresponding_institution_ids":["https://openalex.org/I177436651"],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":5,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12786","display_name":"Innovation and Socioeconomic Development","score":0.948199987411499,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12786","display_name":"Innovation and Socioeconomic Development","score":0.948199987411499,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.01769999973475933,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.009999999776482582,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/rural-marketing","display_name":"rural marketing","score":1.0},{"id":"https://openalex.org/keywords/marketing-innovation","display_name":"marketing innovation","score":0.9549999833106995},{"id":"https://openalex.org/keywords/rural-consumers","display_name":"rural consumers","score":0.8220000267028809},{"id":"https://openalex.org/keywords/rural-india","display_name":"rural India","score":0.593999981880188},{"id":"https://openalex.org/keywords/marketing-mix","display_name":"marketing mix","score":0.7089999914169312}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.7680685520172119},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6437589526176453},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5887674689292908},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5705648064613342},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.5512233972549438},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.504988968372345},{"id":"https://openalex.org/C129047720","wikidata":"https://www.wikidata.org/wiki/Q175185","display_name":"Rural area","level":2,"score":0.4693717956542969},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.44604623317718506},{"id":"https://openalex.org/C93678727","wikidata":"https://www.wikidata.org/wiki/Q7380583","display_name":"Rural management","level":4,"score":0.4117327928543091},{"id":"https://openalex.org/C118518473","wikidata":"https://www.wikidata.org/wiki/Q11451","display_name":"Agriculture","level":2,"score":0.12985548377037048},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.12661558389663696},{"id":"https://openalex.org/C2988676352","wikidata":"https://www.wikidata.org/wiki/Q3773637","display_name":"Rural development","level":3,"score":0.11324653029441833},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.09921464323997498},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"mag:2967036174","doi":null,"is_oa":true,"landing_page_url":"https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3138608","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"SSRN Electronic Journal","raw_type":null}],"best_oa_location":{"id":"mag:2967036174","doi":null,"is_oa":true,"landing_page_url":"https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3138608","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"SSRN Electronic Journal","raw_type":null},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W3171714602","https://openalex.org/W2294576084","https://openalex.org/W4302299875","https://openalex.org/W2741662716","https://openalex.org/W3129589350","https://openalex.org/W2265857827","https://openalex.org/W3092594076","https://openalex.org/W4386172807","https://openalex.org/W4414248383","https://openalex.org/W1736389344"],"abstract_inverted_index":{"Villages":[0],"constitute":[1],"the":[2,14,22,51,75,93,119,125,130,142,151,161,176,183,251,254,258,262],"integral":[3],"part":[4],"of":[5,21,95,114,124,144,182,212,244],"any":[6],"nation.":[7],"They":[8],"are":[9,133],"even":[10],"more":[11],"important":[12],"in":[13,25,36,82,104,116,135,147,174,186,219],"Asian":[15],"and":[16,58,70,98,108,150,154,178,189,232],"African":[17],"context,":[18],"where":[19],"majority":[20],"population":[23],"lives":[24],"villages.":[26],"A":[27],"marketing":[28,52,65,72,180,207],"innovation":[29],"is":[30,66,106,127,208],"all":[31,67],"about":[32,68],"introducing":[33],"significant":[34],"changes":[35],"product":[37,41,43,246],"design":[38],"or":[39,45,247],"packaging,":[40],"placement,":[42],"promotion":[44,59],"pricing.":[46],"It":[47,110],"involves":[48],"leveraging":[49],"on":[50,87,225],"mix":[53],"namely":[54],"product,":[55],"price,":[56],"place":[57],"to":[60,80,118,128,164,175,203,242,260],"bring":[61],"positive":[62],"changes.":[63],"Rural":[64],"planning":[69],"implementing":[71],"function":[73],"for":[74],"rural":[76,83,96,102,136,145,167,187,206,220],"areas.":[77],"The":[78,101,138,169],"key":[79],"succeed":[81],"market":[84,103],"always":[85,240],"depends":[86],"how":[88],"efficiently":[89],"you":[90],"can":[91,197],"comprehend":[92],"psychology":[94],"consumers":[97],"their":[99,190],"needs.":[100],"India":[105,148,188],"vast":[107],"scattered.":[109],"offers":[111],"a":[112,201],"plethora":[113],"opportunities":[115],"comparison":[117],"urban":[120],"sector.":[121],"Primary":[122],"aim":[123],"study":[126,170],"assist":[129],"marketers":[131],"who":[132],"interested":[134],"markets.":[137,168],"researcher":[139],"has":[140,171,257],"studied":[141],"emergence":[143],"markets":[146,221],"context":[149],"possible":[152],"challenges":[153],"issues":[155],"that":[156,196],"will":[157],"be":[158,198,223],"faced":[159],"by":[160,191],"companies":[162],"trying":[163],"enter":[165],"Indian":[166,216],"also":[172,209],"looked":[173],"innovative":[177],"successful":[179,194,205],"practices":[181],"existing":[184],"players":[185],"evolving":[192],"some":[193],"strategies":[195],"adopted.":[199],"Developing":[200],"model":[202],"encourage":[204],"an":[210],"objective":[211],"this":[213],"research.":[214],"In":[215],"perspective":[217],"innovations":[218],"should":[222,239],"based":[224],"4":[226],"As":[227],"namely:":[228],"Awareness,":[229],"Acceptability,":[230],"Affordability":[231],"most":[233],"importantly":[234],"Availability.":[235],"Exploiting":[236],"new":[237,245],"ideas":[238],"lead":[241],"creation":[243],"service":[248],"which":[249],"lowers":[250],"cost":[252],"at":[253],"same":[255],"time":[256],"potential":[259],"meet":[261],"demand.":[263]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":2}],"updated_date":"2026-10-01T08:54:57.152042","created_date":"2019-08-22T00:00:00"}