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Consumer Oriented Agricultural Marketing
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Ruchira Shukla
xii+128p., figs.,tabls.,ind., 25 cm
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Weight :  220 gms
Binding :  Hard Bound
Height :  25 cm
Width :  15 cm
Imprint :  Scholars World
Year :  2017
 

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ISBN: 9789386071828
Status: LATEST(In Stock) 
Price: Rs 795.00  

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 consumer and market orientation. The subject/topics and concepts discussed in book are supported with suitable illustrations of marketing of agro produce and agri inputs for better understanding which will be very useful to students, researchers and for those working on various aspects of agricultural marketing.

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

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 management, entrepreneurship development and various other management and marketing related subjects. She is also associated with many research projects on various aspects of marketing and value addition of agro produce. She has authored 3 books, written more than 40 research papers, 9 chapters in books and around 60 popular articles.

   

  Agribusiness Management
Marketing of Agri Product
Agriculture
Management
 
   

   
   

  Ruchira Shukla
 
   

  Marketing
Management,
Agribusiness
Management,
Rural
Marketing,
Food
Retail
Management,
Entrepreneur
 
   
 
 
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Consumer Oriented Agricultural Marketing

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