Analyzing the International Studies in the Field of Rural-local Marketing

Purpose:

 Rural-Local Marketing is a significant knowledge that has been associated with agricultural marketing, so the purpose of this concept is to separate the marketing of agricultural products and its lexical depth with a concept beyond the value chain in agriculture. Therefore, the event of rural-local marketing is not involved in production and supply and seeks to discover the dominant spatial patterns on distribution of rural products.

Design/Method/Approach: 

According to this approach, 230 scientific sources (as a sample society) have been examined from the English language sources continuously and focusing on rural-local marketing. From the evaluation of the obtained research sources, a description of the literature in the field of rural-local marketing was presented, and then the communication between rural settlements among these societies with the suburbs and the center with the periphery was explored. Among the set of sources, 22 scientific concepts with the highest frequency were obtained, which were extracted and categorized by the statistical method of confirmatory factor analysis, including: rural marketing, local marketing, spatial model, network model, and integration. In the next steps, the content of all 230 scientific sources was measured with five factors, which tells the distribution learner of time periods and their spatial distribution.

Findings: 

In abstracting the extracted concepts from the research, the details of ten-year and annual time periods, their spatial distribution on the scale of continents and countries have been dealt with in detail and can be identified by drawing the indicator spectrum on the world map, then the mentioned concepts which extracted from scientific sources were criticized and interpreted. In this regard, the leading countries in the field of rural-local marketing include India, the United States, England, and China, and in the next stage, Iran. One of the emphasis of this common study was the Integrated Marketing Communication (IMC).