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The paper argues for a new role for rural marketing, namely, that of delivering a better standard of living and quality of life for the rural people. It discusses the role of conflict, corporation, and competition in the modernization of rural society brought by rural marketing. It conceptualizes rural marketing as an interactive activity in which the major participants are the government, voluntary agencies, the corporate sector, and the rural clientele, each with its distinctive activities, mode of operating, and stake.