Definition and domain related issues of ‘rural marketing’ need further clarification and revision. Often, rural marketing is equated with marketing by multinationals in rural India. The extant literature on rural marketing has uncritically used the same theories, models, concepts and frameworks as have been used in the mainstream marketing discipline. So far, rural marketing has not produced its own unique theories, concepts, frameworks and distinct vocabulary. As a result, rural marketing cannot claim the status of a separate subdiscipline within the broader marketing discipline. This article provides a critique of the extant work in rural marketing and its dependence on the mainstream business marketing. It is argued that rural marketing must find its own distinct perspective before theory construction can begin in the field. After reviewing the literature on marketing and economic development, it is proposed that development of rural people should be the perspective of rural marketing. In this article, an outcome based definition and domain of rural marketing is proposed and a few potential areas for theory construction work to begin in the subject are suggested.
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