Abstract—It is worthwhile to note that more then 70% of Indian citizens are located in rural areas. The net result is either absence of achievement in efficient marketing or limited achievements in marketing. Since major population of any country determines the success or failure of any brand of commodity or service, the importance of ‘rural marketing’ should not be underestimated. While growth in Education and infrastructure sectors have been impacting rural India over the years, the impact that Technology is going to have on Rural Marketing initiatives in the next few years is going to be tremendous. Technology is going to make a huge difference to the way we look at Rural India. The process has started and in the next few years there will be more progress in this area. How can information technology (IT) contribute to rural development? What are the channels through which impacts can be realized, and what are the practical means for realizing potential benefits? This paper examines several ongoing projects that aim to provide IT-based services to rural populations in India.
Index Terms—India, information technology, Internet, rural development
Umang Goel, Ankit Bajpai, Swati Chauhan, Department of Business Administration Krishna Institute of Technology Kanpur, India (e-mail: firstname.lastname@example.org)
Pranay Verma, Department of Business Administration Bhabha Institute of Technology Kanpur, India
Cite: Umang Goel, Ankit Bajpai, Swati Chauhan and Pranay Verma, "Changes in Rural Marketing through Information and Communication Technology," International Journal of Innovation, Management and Technology vol. 2, no. 2, pp. 152-155, 2011.