Rise of Rural Consumers in Developing Countries

Vijay Mahajan holds the John P. Harbin Centennial Chair in Business at the McCombs School of Business, University of Texas at Austin. He has received numerous lifetime achievement awards including the American Marketing Association (AMA) Charles Coolidge Parlin Award for vision¬ary leadership in scientific marketing. The AMA also instituted the Vijay Mahajan Award in 2000 for career contributions to marketing strategy. In 2006, he received the Distinguished Alumnus Award from the Indian Institute of Technology (Kanpur) for his contributions to management research. He served as the dean of the Indian School of Business in Hyderabad from 2002 to 2004. Mahajan is the author of twelve books including Africa Rising, The 86% Solution, and The Arab World Unbound.

• Foreword by A. Didar Singh and Nirankar SaxenaPreface: A Rural OdysseyAcknowledgementsRECOGNIZING THE RURAL OPPORTUNITYThe Rural Consumer OpportunityPlanting the Seeds of Prosperity in the Rural WorldThe Influence of Religion in the Emerging Rural WorldGROWING AND REAPING RURAL OPPORTUNITYGrowing Consumers in Emerging Rural MarketsPlowing New Routes to Rural MarketsSeeding Innovation and Prosperity Through TechnologyHarnessing Innovation to Solve Social ProblemsTHE RURAL CHALLENGESThe End of the Last MileIndex

This is a thought-provoking book, the contents of which must be read, pondered over and acted on by government leaders, policy planners and development experts in the developing world or the global South without fail.