Agricultural marketing management involves the coordination of various activities within an agricultural enterprise to achieve higher productivity in marketing operations by making optimal use of available resources. This book provides a comprehensive overview of the subject matter, divided into twelve chapters that cover all relevant topics in a logical sequence, using simple and lucid language with an emphasis on basic concepts.
The book contents aim to impart essential knowledge about marketing, agricultural marketing, marketing management, marketing research, marketing channels, buyer behavior, demand and sales forecasting, pricing policies, product planning, sales promotion techniques, and entrepreneurship. This information is useful for establishing a business enterprise, improving market infrastructure, direct and group marketing, setting up modern marketing and processing units, and enhancing the overall efficiency of the agricultural marketing system.
This book is a valuable resource for students, academicians, policy-makers, administrators, economists, researchers, and managerial personnel who are interested in developing policies and programs to improve stakeholder knowledge and managerial skills in the agricultural marketing sector.
Content
1. Market, Marketing and Agricultural Marketing 2. Marketing Strategy, Marketing Mix and Marketing Management 3. Marketing Information and Marketing Research 4. Marketing Channel and Marketing Functions 5. Grading, Standardization, Packaging 6. Consumer Behavior 7. Demand and Sales Forecasting 8. Pricing and Pricing Policies 9. Product and Product Planning 10. Promotion Mix and Sales Promotion 11. Sales Management and Salesmanship 12. Entrepreneurship 13. Selected Bibliography
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