Gupta is an author of Rural Management (Pb 2014) .
<p><span style="color: rgb(33, 37, 41); font-family: system-ui, -apple-system, "Segoe UI", Roboto, "Helvetica Neue", Arial, "Noto Sans", "Liberation Sans", sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; letter-spacing: 0.7px;">The book covers all the major topics under the subject rural management for many different state technical universities, like UPTU, and other management institutes. Language has been kept simple so that it is easy to read and understand for both the novice as well as highly experienced people in the rural sector. Efforts have been put in to make reading more interesting through appropriate figures and graphs. Examples and illustrations have been used abundantly to explain the topics. Important points have been given under specific frames, titled Kissan Zone and Borderline. Divided into 16 chapters, the book starts with an explanation of Rural Management, along with an insight into the rural setting and its societal structure. The difference between Rural Management and Rural Marketing has been clearly established. Subsequent chapters explain concepts like Rural Market Segmentation, Marketing Strategies, Marketing of Agricultural Input, Marketing of Rural Non-farm Products, Role of Government in Agricultural Marketing, Rural Marketing Network, Rural Research, Rural Financing, and Micro-finance.</span><br></p>
