The concept of rural marketing is a revolutionary understanding of the marketing strategies. Firms have for long been neglecting the rural areas and the poor, believing them to be unviable and unprofitable. Research by eminent professors such as C K Prahalad has proved otherwise and has shown how marketers can fully tap the potentiality of the poor. The current volume is a mix of interesting articles and cases that take an in-depth look at the process of rural marketing. The first section touches upon the various issues, while the second section speaks of specific applications. About Author : V Partha Sarthy holds an MBA in Marketing from Andhra University. He is presently a senior member of ICFAI Research team in ICFAI Books, an affiliate of the ICFAI University. Prior to joining the ICFAI, he was in The Hindu Group for a brief period. He has also held teaching assignments for management students. He has edited a book on advertising. Contents : OverviewConceptsNew product development and creative marketing for the base of the global economic pyramid-----Cases--BibliographyGlossaryIndex