The main objective of this paper is to develop a general framework for rural development in which marketing will play a major role. This framework could make the "learning by doing" process more efficient and effective. Specific goals of this paper are to provide the reader with: (1) a better overall understanding of the rural development and marketing development process, (2) an analysis of approaches used by rural development projects in their effort to improve rural marketing, and (3) a systematic approach to rural marketing development. The focus will be on the semi-subsistence and subsistence farmers, who provide a major share of total production and marketed surplus in most developing countries. The importance of the development of the small-holder sector should be seen not only in terms of increasing rural incomes but also as creating a domestic market for the goods and services supplies by the urban sector.