"Don't Flirt with Rural Marketing" says the says RV Rajan in his new book

“Don’t Flirt with Rural Marketing – The Handbook of Rural Marketing” written by the veteran Adman and Rural Marketing specialist R V Rajan has been published by Productivity & Quality Publishing Pvt Ltd, Chennai. Claiming to be the first such effort  the book contains a 14-step approach to Rural Marketing, packed with valuable insights of the author, who spent 35 years of his 45 years’ advertising career, helping a wide variety of clients in concieving and executing their rural marketing strategies.

The book begins  with a Prologue, which describes the author’s interesting journey through the hinterland of the country, transforming a city boy into a Rural Marketing specialist.

The chapters outlining the fourteen step approach include topics like  Commitment from the top management, Choosing the right product, Understanding the mindset of the rural consumers, getting a dedicated task force, Developing focused communication strategy, Performance evaluation etc. The highlight of the book is the elaborate chapter on Below the Line Activities(BTL) which account for 80% of the rural marketing efforts.  In this chapter the author provides a detailed   practical guide  for any kind of  road shows.

Many of the chapters are  supported  with Appendices giving very useful contact details of individuals and institutions who provide support services to any one interested in making a foray into rural marketing.(Eg.) List of agencies specializing in rural research, list of agencies which help in planning and executing rural strategies, List of select event management companies, list of important Melas, Sources of  Secondary data on Rural Marketing etc.

In his foreword to the book Mr. Kurush Grant, the Executive Director of ITC describes the book as, “the first usable manual for marketers.  Most serious marketing companies should  make the book  compulsory reading for all their marketing and rural sales teams”.

According to Pradeep Kashyap, the father of Rural Marketing and President of Rural Marketing Association of India,  “the book is a must have for anyone involved in Rural Marketing  because it has practical insights on Rural marketing which are invaluable for companies and agencies.”

The book will also be useful reading material for management students who want to make a career in Rural Marketing.

This slim 130 page book is accompanied by a  DVD containing video clips of some successful case studies of Anugrah Madison. Priced at Rs.395/- the book is available at a discount to corporates and management institutes which place bulk orders.

RV Rajan, the founder & former Chairman of Anugrah Madison Advertising Pvt. Ltd.and currently the Chairman of Anugrah Rural Marketing Academy (ARMA), Rajan was one of the earliest to enter the field of Rural marketing.  His efforts in championing the cause of  Rural Marketing over the years saw him co-found the Rural Marketing Association of India (RMAI) of which he was the Founder President for 4 years.  The Association conferred the Life Time Achievement Award on him  in 2009. Since  the publication  of his autobiography titled Courage my Companion in 2009, Rajan has taken to writing regularly on a variety of topics -- for Chennai-based periodicals and for his own blog. His experiences and ideas now translate into lectures at Management Institutes  and now this landmark book.