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Art Of Marketing Village Crafts; Challenges In Applying Quantitative Marketing To Resist Recession

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Executive Summary

Marketing in the coming years will be about information, facts and accountability. To sustain current market falls, artisanal industries must line up to master on present-day strategies to explore demand-based market information. Many studies highlight the absence of value-oriented product designs and lament the inability of village crafts to adopt contemporary marketing techniques to showcase their products in right markets. This paper focuses on the current product mix of village artisanal units with an exploratory research on the reasons limiting them from implementing quantitative marketing approach.

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