Rural Marketing "Rural Marketing is Real Marketing"

Definition and domain-related issues of ‘rural marketing’ need further explanation and revision. Often, rural marketing is equated with shopping by multinationals in rural India. The existing literature in rural marketing has uncritically used the concepts, theories, models, and frameworks of the mainstream marketing discipline. So far, farm marketing has failed to create its proprietary concepts, theories, frameworks, and distinct vocabulary. As a result, agricultural marketing cannot claim the status of a separate subdiscipline within the wider marketing discipline. I provide a review of the extant work in rural marketing and its relationship on mainstream market marketing literature. I argue that agricultural marketing must find its distinct prospect before theory construction can begin in the field. After studying the literature on marketing and economic development, I propose that the development of rural people should be the perspective of agricultural marketing. In this paper, I suggest a field and definition of rural marketing and suggest several potential areas for theory construction to begin on the subject. Rural marketing holds the promise of delivering a better standard of living to rural people. We cannot ignore the developmental role that marketing should perform when the large section of Indian populace in rural areas is underdeveloped.