Consumer Oriented Agricultural Marketing
by Ruchira Shukla
ISBN: 9789386615596
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Imprint : Scholars World
Year : 2018
Price : Rs. 4995.00
Biblio : xii+128p., figs.,tabls.,ind., 25 cm
Author Profile
Dr. Ruchira Shukla is presently working as Associate Professor (Agribusiness Management) at the ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat, India. She has more than 13 years of teaching experience at UG and PG level. She is actively engaged in teaching of various subjects of Agribusiness Management such as marketing management, agribusiness management, agricultural marketing, rural marketing, sales and distribution management, food retail managemen
About The Book
Agribusiness management is newly emerging discipline. There is a dearth of quality study material giving proper coverage of modern concepts of consumer oriented marketing as applied to agriculture markets. This book focuses on Four “P” Approach and consumer orientation as applied to agricultural marketing. This book will be very helpful to students of agribusiness management and agricultural marketing at under graduate and post graduate level to understand the basic concepts of marketing with a
Table of Contents
Preface v
List of Figures ix
List of Tables xi
1. Introduction to Agricultural Marketing 1
2. Agricultural Marketing Environment 13
3. Market Segmentation, Targeting and Positioning 21
4. Consumer Behaviour 27
5. Marketing Mix 43
6. Marketing Functions 49
7. Product Decisions 67
8. Pricing Decisions 77
9. Distribution Management (Place Decisions) 91
10. Promotion Decisions 105
Index 125
