The Agribusiness Book : A Marketing and Value-Chain Perspective

Contents: Core concepts: 1. The world of agribusiness. 2. Agribusiness in South Asia. 3. Role of government in agribusiness. 4. Marketable surplus. 5. Market research. 6. Pricing. 7. Sales and distribution. 8. Agri-food value chain system. 9. Case Study: Supply chain: McDonald's and Domino's. Core concepts: 10. Marketing information system. 11. Market planning. 12. Marketing strategy. 13. Brand management. 14. Agriculture credit. 15. Micro-finance. 16. Contract farming. 17. Co-operative marketing. 18. Case Study: Amul: milk turns to gold. Core concepts: 19. WTO and agribusiness. 20. Rural marketing. 21. Rural promotional strategies. 22. Fighting fakes in rural India. 23. ICT applications in agribusiness. 24. GIS applications in agribusiness. 25. Agri-extension services. 26. Case study: ITC e-Choupal. Sector Study : 27. Organic farming. 28. Bioinformatics. 29. Food retailing. 30. Rural retailing. 31. Coffee retailing. 32. Seed industry. 33. Tractor industry. 34. Pesticides industry. 35. Fertilizer industry. 36. Food processing industry. 37. Meat processing industry. 38. Fisheries & Aquaculture industry. 39. Medicinal and aromatic plants. 40. Indian beekeeping industry. 41. Animal feed industry. 42. Agro-forestry. 43. Floriculture industry. Subject Index.

From the Preface: "This book has emerged out because of several reasons: i. Increasing realization of the importance of a comprehensive book on 'Agribusiness' for a developing, agrarian country like India. ii. Tremendous interest of the authors in 'Agribusiness', a field which had been relatively neglected for serious academic work. iii. Relevant work experience of the authors both at grass-root as well as at strategic decision making level leading to a proper appreciation of issues and problems faced while implementation of business strategies. iv. A keen desire to bring all the marketing skills which were acquired by authors while working in leading Indian organizations and MNC's to the field of agriculture, where marketing is still in infancy.

The objective of this book is to assist students and managers understand the structure and working of agri-food marketing system, to examine how it affects agri-input companies, farmers, consumers, middlemen and other stakeholders in the food value chain."