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Rural marketing.

机译：农村营销。

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摘要

Definition and domain related issues of 'rural marketing' need further clarification and revision. Often, rural marketing is equated with marketing by multinationals in rural India. The extant literature on rural marketing has uncritically used the same theories, models, concepts and frameworks as have been used in the mainstream marketing discipline. So far, rural marketing has not produced its own unique theories, concepts, frameworks and distinct vocabulary. As a result, rural marketing cannot claim the status of a separate subdiscipline within the broader marketing discipline. This article provides a critique of the extant work in rural marketing and its dependence on the mainstream business marketing. It is argued that rural marketing must find its own distinct perspective before theory construction can begin in the field. After reviewing the literature on marketing and economic development, it is proposed that development of rural people should be the perspective of rural marketing. In this article, an outcome based definition and domain of rural marketing is proposed and a few potential areas for theory construction work to begin in the subject are suggested.
机译：“农村营销”的定义和领域相关问题需要进一步阐明和修订。通常，农村市场营销等同于跨国公司在印度农村的市场营销。现有的关于农村市场营销的文献不加批判地使用了与主流市场营销学相同的理论，模型，概念和框架。到目前为止，农村营销还没有产生自己独特的理论，概念，框架和独特的词汇。结果，农村市场营销无法在更广泛的市场营销学科中主张独立的子学科的地位。本文对农村市场营销中的现有工作及其对主流企业市场营销的依赖提出了批评。有人认为，在市场营销理论构建开始之前，农村营销必须找到自己独特的视角。在回顾了有关营销和经济发展的文献之后，建议将农村人口的发展作为农村营销的视角。在本文中，提出了基于结果的农村市场营销的定义和领域，并提出了在该领域中开始进行理论构建工作的一些潜在领域。

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