Agri-input Marketing in India

620.00

Description


Price: ₹620.00
(as of Mar 20, 2024 00:39:09 UTC – Details)


Agri-input companies have played a significant role in transforming the post-Independence “ship-to-mouth” Indian economy, dependent on food grain imports, into a self-sufficient economy. Though agricultural productivity is declining and environmentalists are questioning the use of agri-inputs, Indian agriculture cannot do away with agri-inputs. This book, after understanding the past policy environment, agri-input marketing and promotion strategies of both the government and private companies, suggests frameworks for agri-input marketing companies to align their strategies to the new objective of sustainable agriculture.

The book will serve as a text for students in the agribusiness management programmes and also as a guide for practicing managers and policy makers.

Table of Contents

  • List of Tables
  • List of Figures
  • List of Boxes and Exhibits
  • Foreword Ireena Vittal
  • Preface
  • Acknowledgments
  • Introduction: Agri-input Market at Crossroads

I: The Past

  • Agricultural Situation in India and Agri-inputs
  • Land: The Fixed Factor of Production
  • Government Policies: Creating an Environment for Input Usage
  • Improve Agronomic Potential
  • Infrastructure Development: Removing Constraints
  • Agricultural Extension Programs in India
  • Adoption: The Beginning of the Agri-input Sector

II: The Present

  • Agri-input Market: Current Competitive Situation
  • Buying Behavior for Inputs
  • Impact of Agri-input Usage in India

III: The Future

  • Sustainable Agriculture: New Objective
  • Strategies for Agri-input Marketing (Basis for Positioning Strategy)
  • Technical Knowledge-based Marketing (Basis for Product and Pricing Strategy)
  • Building Trust through Knowledge Transfer (Basis for Promotion Strategy)
  • Integrated Agri-input Supply Model (Basis for Place Strategy)
  • Future Directions (Implementation Aspects)
  • Bibliography
  • Profile of Industry Experts Who Shared Their Views on the Subject
  • Author Index
  • Subject Index

ASIN ‏ : ‎ 8132117719
Publisher ‏ : ‎ SAGE Response; First edition (27 June 2014)
Language ‏ : ‎ English
Paperback ‏ : ‎ 272 pages
ISBN-10 ‏ : ‎ 9788132117711
ISBN-13 ‏ : ‎ 978-8132117711
Item Weight ‏ : ‎ 440 g
Dimensions ‏ : ‎ 18.9 x 1.73 x 24.61 cm