Marketing Promotion Policies in Agriculture

Contents: Preface. 1. Introduction. 2. Strategic marketing planning. 3. Marketing environment. 4. Market segmentation and positioning. 5. Buying motives. 6. Food and agricultural marketing. 7. Pricing. 8. Agriculture marketing channels. 9. Wholesalers and retailers. 10. Advertising and publicity. 11. Marketing communication. 12. Personal selling. 13. Agricultural marketing control. Bibliography. Index.

Indian Agriculture arguably the backbone of India’s economy is highly dependent on the spatial and temporal distribution of monsoon rainfall. India’s population is growing faster than its ability to produce rice and wheat. Agriculture in India is the means of livelihood of almost two thirds of the workforce in the country. A better approach is to perform an annual comprehensive review of markets and opportunities, then make long-term strategic decisions without the distractions of day to day marketing and sales activities. Daily decisions then fit into the company’s overall strategic marketing goals.