Marketing, Communications and Rural Business in Developing Countries

A. E. Obayelu, N. Stylos

Research output: Chapter in Book/Report/Conference proceedingChapter in a book

Abstract

This chapter introduces the concept of marketing and communications for rural businesses in developing countries. Various cases coming from a range of business activities are included to reveal the practical aspect of relevant theoretical frameworks. For example, this chapter delineates the importance of marketing for rural tourism businesses; the core concepts, theories, models and strategies of marketing to be applied in enhancing rural tourism in developing countries; and the contemporary types of communication in rural marketing. A mix of communication activities to promote rural marketing is provided, which is illustrated through a success story on the use of communication for rural business marketing in a Nigeria. Finally, the communication challenges regarding marketing in rural areas and common government marketing policies are discussed.
Original languageEnglish
Title of host publicationRural Tourism and Enterprise
Subtitle of host publicationManagement, Marketing and Sustainability
EditorsAde Oriade, Peter Robinson
Place of PublicationWallingford, UK
PublisherCABI Publishing
Chapter7
Pages99-112
Number of pages14
ISBN (Electronic)9781780647524
ISBN (Print)9781780647494
DOIs
Publication statusPublished - 1 May 2017

Publication series

NameCABI Tourism Texts

Keywords

  • businesses
  • case studies
  • communication
  • constraints
  • government policy
  • marketing
  • marketing policy
  • rural industry
  • rural tourism
  • market policy
  • subsaharan Africa
  • Third World
  • Underdeveloped Countries

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  • Cite this

    Obayelu, A. E., & Stylos, N. (2017). Marketing, Communications and Rural Business in Developing Countries. In A. Oriade, & P. Robinson (Eds.), Rural Tourism and Enterprise: Management, Marketing and Sustainability (pp. 99-112). (CABI Tourism Texts). CABI Publishing. https://doi.org/10.1079/9781780647494.0099