Mithileshwar Jha This paper makes an attempt at understanding the concept of rural marketing through conceptualisation based on literature review and some experimential learning. It aims to (i) develop a framework for understanding rural marketing; (ii) explore the state of the art based on the framework developed; (iii) examine the contributions from other disciplines (economics, sociology, anthropology, etc); (iv) review the literature on the rural situation; and (v) explore future concerns of rural marketing.
