Contents: Rural enterprise business development: the developed world context -- Selling to consumers -- Sustainability, CSR and ethics : developed economies perspective -- Community engagement and rural tourism enterprise -- Social enterprise and the rural landscape -- The rural business environment in developing economies -- Marketing and communications and rural business in developing countries -- Consumers and rural tourism in developing economies -- Sustainability and ethics in rural business and tourism in the developing world -- Community engagement, rural institutions and rural tourism business in developing countries -- Challenges and strategies for rural business operations in developed and developing economies -- Developing and growing knowledge within rural tourism enterprises -- Collaborate to innovate: challenges and strategies for rural business to innovate -- Strategies for rural business growth -- Opportunities for growth: the rural tourism policy and planning perspective -- Conclusion.