Agricultural Marketing Management

Contents: Preface. 1. Introduction to global marketing. 2. Planning and control. 3. Market entry strategies. 4. Product decision. 5. Pricing decision. 6. Promotion decision. 7. Commodity marketing. 8. Buyer behaviour. 9. Market liberalisation. 10. Marketing research. Bibliography. Index.

"In many countries, agriculture is the biggest single industry. It employs over fifty per cent of the labour force in developed countries with industry and commerce dependent upon it as a source of raw materials and as a market for manufactured goods. Hence, the development of agriculture and the marketing systems which impinge upon it are at the heart of the economic growth process in developed countries.

Improvement of marketing systems for both farm produce and inputs in developing countries and the emerging economies necessitates a strong private sector backed up by appropriate policy frame-works and effective government support services. In addition, governments need to ensure that the legislative and regulatory environment is suitable for competitive and efficient private sector marketing.

This book is designed as an aid for students and professionals of agricultural marketing, agricultural economics, agribusiness, management and business studies." (jacket)