Agricultural Marketing in India: Concepts and Challenges

Contents: Preface. 1. Fundamentals of Market and Marketing. 2. Marketing Functions. 3. Marketing Channels/Agencies/Institutions. 4. Agricultural Marketing. 5. National Agricultural Market (NAM). 6. Consumer Marketing. 7. Regulated Markets. 8. Agricultural Marketing Reforms. 9. Producer’s Surplus of Agricultural Commodities. 10. Commercialisation of Agriculture. 11. Agri – Business/ Marketing of Farm Inputs. 12. Agro-Based Industries. 13. Contract Farming. 14. Government Sponsored National Organisations. 15. Legislative measures for improving agricultural marketing. 16. Marketing Management. 17. Agricultural Price Policy. 18. Co-Operating Marketing. 19. Risk and uncertainty in Agriculture. 20. Government’s intervention in the agricultural marketing system. 21. Quality Control. 22. Market Integration, Market Efficiency, Marketing Costs, Margin and Price Spread. 23. Training, Research and Extension in Agricultural Marketing. 24. International Trade.

The book has been designed keeping in mind the mental horizon of readers, yet it will surely raise a logical aptitude among them. The edition is a precise analysis and the author has made a sincere effort to deal with the concepts of agricultural marketing. Simplification in the explanation of various agro-problems has tried to bring readers nearer their solution logically and scientifically as well. This makes the book lucid and comprehensive. Although, I have made every effort to wipe out deficiency in concept. Yet shortcomings and lacking may be possible. An outstanding feature of the book is the concept review question.