Batra, Myers, Aaker, "Advertising Management", New Delhi, Prentice Hall of India Pvt. Ltd., Fifth Edition, 1999.

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2 "^urac Marketing" BOOKS Batra, Myers, Aaker, "Advertising Management", New Delhi, Prentice Hall of India Pvt. Ltd., Fifth Edition, Beri G. C, "Marketing Research", New Delhi, Tata McGraw Hill Publishing Company Ltd., Second Edition, Boyd, Websttal Stasch, "Marketing Research; Text and Cases", Irwin, Inc. Homewood, Chadha Rajni, "The Emerging Consumer", New Delhi, Wiley Eastern Ltd., Chunawalla S. A., Sethia K. C, "Foundations of Advertising Theory and Practice", Mumbai, Himalaya Publishing House, Fourth Revised Edition, Das V. M. and Ghosh S. R., "Perspectives in Rural Marketing", S. Neelamegham "Marketing in India Cases and Reading", Vikas Publishing House Ltd., Davar, Rustom S., "Modern Marketing Management", New Delhi, Universal Book Stall, Seventh Edition, Fifth Reprint, Deb K, "Rural Development in India: Since Independence", Bangalore, Sterling Publishers Pvt. Ltd., Desai A. R., "Rural Sociology in India", Mumbai, Popular Prakashan, Engel, Blackwell, Miniard, "Consumer Behaviour", Tokyo, Dryden Press, CBS Publishing Japan Ltd., Fifth Edition, (Pft.(D. Thesis 372

3 " <Rjira[ Mar^ting" Floyd J. Fowler, Jr., "Survey Research Methods", California, SAGE Publication, Inc., Ganguly A. K., "Rural Marketing : Strategy attempts to explore new areas", S. Neelamegham, "Marketing in India : Cases and Reading", Vikas Publishing House, 1988, Gupta S. L. and Pal S., "Consumer Behaviour An Indian Perspective Text and Cases", New Delhi, Sultanchand and Sons, First Edition, Herber F. Weisberg, "Central Tendency and Variability", SAGE Publication, Inc., California, Kapoor, Jagdeep, "24 Brand Mantras", New Delhi, Response Books, A division of Sage Publication India Pvt. Ltd., Kothari C. R., "Research Methodology Methods and Techniques", Mumbai, Wishwa Prakashan, Second Edition, Krishnamacharyulu C.S.G., and Ramakrishnan Lalita, "Rural Marketing Text and Cases", Delhi, Pearson Education (Singapore) Pte. Ltd., Indian Branch, Mahajan V. S., "Studies in Indian Agriculture and Rural Development", New Delhi, Deep and Deep Publications, Maheshwari S. R., "Rural Development Publications India Pvt. Ltd., in India", New Delhi, Sage Majumdar, Ramanuj, "Product Management Prentice Hall of India Pvt. Ltd., Second Edition, in India", New Delhi, (Pfi.(D. Tliesis 373

4 " (RuraC Marketing" Mandira, Datta Balkrishna, "Rural Marketing : Myth and Reality", S. Neelamegham, "Marketing in India : Cases and Reading", Vikas Publishing House Pvt. Ltd., Michaels. Lewis-Beck, "Data Analysis An Introduction", SAGE Publication, Inc., California, Mishra M. N., "Modern Marketing Research", Mumbai, Himalaya Publishing House, First Edition, Nair, S. R., "Consumer Behaviour Text and Cases", Mumbai, Himalaya Publishing House, Nayar P. K. B., "Sociology in India Present Status and Trends", Delhi, B. R. Publishing Corporation, Emerging "Other Development Programmes, Rural Development Programmes", R.D.D. 2., New Delhi, Indira Gandhi National Open University Study Material, IGNOU, Parikh I. J. and P. K. Gurg, "Indian Women : Inner Dialogue", New Delhi, Sage Publication, Philip Kotler, "Marketing Management; Analysis, Planning, Implementation and Control", New Delhi, Prentice Hall of India Pvt. Ltd., Rajagopal, "Indian Rural Marketing", Rajagopal, "Indian Rural Marketing", Jaipur, Rawat Publication, Jaipur, Rawat Publication, (Pli.(D. Thesis 374

5 " ^ra[ Marketing" Rajagopal, "Rural Marketing : Policy and Approach", New Delhi, Discovery Publishing House, Rajagopal, "Rural Marketing Administration Books, Rajan Saxena, "Marketing Management", Hill Publishing Company Ltd.. in India", Delhi, Kaveri New Delhi, Tata McGraw Ramanuj Majumdar, "Product Management in India", New Delhi, Prentice-Hall of India Pvt. Ltd., Second Edition, Rao S. L., "Consumer Market Demographics in India", New Delhi, National Council of Applied Economic Research, "Rural socio-economic structure". New Delhi, IGNOU Study notes, IGNOU, Saffman, Leon G., Kanuk, Leslie Lazar, "Consumer Prentice Hall of India Pvt. Ltd., Fourth Edition, Behaviour", Sanal Kumar Velayudhan, "Rural Marketing Targetting the Nonurban Consumer", New Delhi, Response Books, A Division of Sage Publications India Pvt. Ltd., Singh Katar, "Rural Development : Principles, Policies and Management", New Delhi, Sage Publications India, Srivastava H. C. and ChaturvediM. K., "RuralMiddlemen's Network of Patronage", New Delhi, Ashishioh Publishing House, Srivastava, Shenoy, Sharma, "Quantitative Techniques for Managerial Decision", New Delhi, Wiley Eastern Limited, Second Edition, (Pli.(D. Thesis 375

6 " <Rura[ Marketing" Sengupta, Subroto, "Brand Positioning - Strategies for Competitive Advantage", New Delhi, Tata McGraw Hill Publishing Company Ltd., JOURNALS AND MAGAZINES "Agriculture Services and the Poor", Indian Management, April, A &M, February 29'^ A&M, March 15^\ A&M, March3PS A&M, June 30»^ A & M, April 30^^ Bhattacharya H., "Demographics of the Indian Market", Business Standard, April, Business India, March 5-18, Business India, August 20-September 2, Business World, October 11*'^, Business World, July 30*^, Business World, September 17*'', Collector's Series, Corporate Strategy, Business World, September 17*, <Pfi.(D. Thesis 376

7 " <R}ira[ Marf{eting" Dixit Kawaldeep, ''Marketing Communication", Impulse, December, Finance India, Vol. XV, No. 1, March Goel B. B., "Role of Cooperatives in Rural Development", Indian Cooperative Review, April, I. Natrajan and Malivea S. V., "Income Distribution and Consumer Markets", Business Standard, April Journal of Rural Development, A Quarterly of NIRD, Vol. 19, No. 3, July-September, Rao S. L., "Consumer Markets in India Myths, Realities and Strategies", Business Standard, April Salwe W. N., "Development of Consumers Co-operative in Kolhapur district", Pune, The Maharashtra Co-operative Quarterly, Vol. LXXXICC, No. 4, The Maharashtra Rajya Sahakari Sangh, April- June, Singh, Pandey, Singh, "Rural Credit and Participation of Credit Agencies - An Analysis", Indian Cooperative Review, Soaps, Detergents and Toiletries Review, January, The Journal of Consumer Affairs, Winter 1999, Vol. 33, No. 2. Vishwanathan S., "White knight aim to sparkle rural teeth", Industrial Economist, June 15-19, Yojana, New Delhi, Ministry of Information & Broadcasting, Government of India, January, (Pfi.(D. rftesu 377

8 " 9jira[ Marketing" PERIODICALS, GOVERNMENT GAZETTES, NEWSPAPERS, PH.D. THESIS "f^3ffmwmf^cf3jlf^wmtwj- 'J<^<^H-:^OOO, ^SNj^f^foW, f^fcwsprmft", "f^fe^wffji^^sjtf^wmtwr- :^ooo-:ioo^, f^-ter/ufow, f^fc^ smimfl", "mri^mwf^jwr, mmmwnftw-^'. 3^, ^ikicf^^i T^^^icicff^SJUIW-LI, Lh cii>n "Agriculture Statistics at a glance", New Delhi, Ministry of Agriculture, G.O.I., "Basic Statistics relating to the Indian Economy", New Delhi, Central Statistical Organisation, Ministry of Planning, Brand Equity, The Economic Times, October 6-12, "Census of India 1981", New Delhi, Registrar General and Census Commissioner of India, "Census of India", New Delhi, Registrar General, India, Dhonde Prashant, "Rural Marketing: Mapping Consumer Behaviour" A dissertation submitted to Amravati University, Amravati, cpfi.^. rfiesis 378

9 "^rac Marketing" "District Livestock Population Census, 199T\ Amravati Zilha Parishad. Edwin Tina, " Usha International to add muscle to rural marketing", Financial Express, January 9'^, "Handbook of Statistics on Indian Economy", Mumbai, Reserve Bank of India, "India 2001", New Delhi, A reference manual published by Director, Pubhcation Division, Ministry of Information and Broadcasting, G.O.I., "India Market Demographics Report, 1998", New Delhi, National Council of Applied Economic Research (NCAER). "Level and Pattern of Consumer Expenditure in India, ", National Sample Survey Report No. 457, New Delhi, Ministry of Statistics and Programme Implementation, GOI. Narkhede Sameer, "Application of Management Information System in Developing a Total System Approach in Institutions of Higher Learning - A case study of Amravati University", A Ph.D. thesis submitted to Amravati University, Amravati, "Non-Agricultural Enterprises in the informal sector in India key results", NSS Report no. 456, New Delhi, Ministry of Statistics and Programme Implementation, GOI. Pandey Sanjay, "A study of Consumer Response to Brand Imitation", A Ph. D. thesis submitted to Amravati Unviersity, Amravati, "Price and wages in rural India (New Series) July 2000 to September 2000", New Delhi, Ministry of Statistics and Programme Implementation, GOI. (Pfi.CD. Thesis 379

10 "^urac Marketing" "Provisional Result Fourth Economic Census", New Delhi, Central Statistical Organisation. Ramchandran Anmadha, "BPL plans to launch rural marketing campaigns", Financial Express, Saturday, September 19*'', Ranade N. P., "A study of Women Entrepreneurs in Vidarbha", A Ph. D. thesis submitted to Amravati University, Amravati, "Selected indicators for districts in Maharashtra", Mumbai, Economic and Statistics Department, Government of Maharashtra. Shukla A. V., "A Study of Personnel Relations in Public Sector Bank with Special Reference to Amravati District", A Ph. D. thesis submitted to Amravati University, Amravati, Srinivasan Lalita, "Ad Agencies cash in on Kumbh Mela for promos", The Indian Express, January 14*'', The Hitvada, August P*, Vaidya Abhay, "Rural, Urban Shopping Attitudes Change", The Times of India, June 19*\ Undergoing Big Vaidya Abhay, "MNCs targetting rural India as villages show brand consciousness", Times of India, Tuesday, June 27**', "Village Industries Contribution be increased", 'The Hitvada', October 3'^ (pfi.cd. Thesis 380

11 " liurat Marf{eting" WEBSITES Mirchandani Rahul, "Rural Marketing in India", Pandiya Rahul, "Rural Marketing-Challenges and Opportunities", Pegu Rinku, "Maya Bazar", Singh Sandip, "Marketing in Rural India", (Pfi.(D. Thesis 381