This is the first comprehensive book highlighting the expanding consumer power of rural markets in developing countries. It takes a close look at one of the key stories in emerging markets: the untapped potential of the world’s 3.4 billion rural consumers -- 90 percent of whom live in Asia and Africa. The sheer number of rural consumers can provide a massive customer base for innovative companies that figure out how to reach them. The book provides a profile of the rural developing world and examines the forces that are increasing rural prosperity, including billions of dollars in remittances from migrant workers. It includes several examples of innovations and best practices that are allowing companies to tap into this opportunity.

Contents: Preface: A Rural Odyssey. I. Recognizing the Rural Opportunity. 1. The rural consumer opportunity. 2. Planting the seeds of prosperity in the rural world. 3. The influence of religion in the emerging rural world. II. Growing and Reaping Rural Opportunity. 4. Growing consumers in emerging rural markets. 5. Plowing new routes to rural markets. 6. Seeding innovation and prosperity through technology. 7. Harnessing innovation to solve social problems. III. The Rural Challenges. 8. The end of the last mile. Index.