Adoption and diffusion of mobile services in rural Punjab - Couverture souple

Jain, Abhay

 
9783659400681: Adoption and diffusion of mobile services in rural Punjab
Couverture souple
ISBN 10 : 3659400688 ISBN 13 : 9783659400681
Editeur : LAP LAMBERT Academic Publishing, 2013

Synopsis

Emergence of advance mobile phone services in India has demonstrated a phenomenal spurt in the growth of tele-density of the country, but the increasing gap between the urban and rural tele-density has become a serious concern for the policy makers. No doubt, rural markets are growing but growing at a very slow pace. Imbalances in infrastructural availability & accessibility in rural areas can be considered as one of the major hindrances behind the lopsided development in rural India. But various policy initiatives are on the way to reduce this widening gap, which in turn, leaves the impression of tremendous potential for growth in the rural areas. To make the adoption and diffusion growth possible, the companies are constantly facing certain challenges in tackling rural market viz., understanding rural consumers, reaching products and services to remote rural locations and communicating with vastly heterogeneous rural audience. This book provides the ground realities of slow adoption and development of mobile services in rural areas and has theoretical as well as practical implications for the marketers, development planners and policy makers involved in the rural development.

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Présentation de l'éditeur

Emergence of advance mobile phone services in India has demonstrated a phenomenal spurt in the growth of tele-density of the country, but the increasing gap between the urban and rural tele-density has become a serious concern for the policy makers. No doubt, rural markets are growing but growing at a very slow pace. Imbalances in infrastructural availability & accessibility in rural areas can be considered as one of the major hindrances behind the lopsided development in rural India. But various policy initiatives are on the way to reduce this widening gap, which in turn, leaves the impression of tremendous potential for growth in the rural areas. To make the adoption and diffusion growth possible, the companies are constantly facing certain challenges in tackling rural market viz., understanding rural consumers, reaching products and services to remote rural locations and communicating with vastly heterogeneous rural audience. This book provides the ground realities of slow adoption and development of mobile services in rural areas and has theoretical as well as practical implications for the marketers, development planners and policy makers involved in the rural development.

Biographie de l'auteur

Dr. Abhay Jain Ph.D, M.com is an Assistant Professor in the Department of Commerce, Shri Ram College of Commerce, University of Delhi, Delhi for the last seven years. His area of research is rural marketing. He has contributed over a dozen of research papers/articles in national and international journals of repute.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2013
Langue
anglais
ISBN 10 
3659400688
ISBN 13 
9783659400681
Reliure
Broché
Nombre de pages
224
Coordonnées du fabricant
non disponible
Personne responsable
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