Cover; Half Title Page; Title Page; Copyright Page; About the Author; Table of Contents; List of Figures; List of Tables; Preface; Summary; Chapter 1 Introduction to Agricultural Marketing; 1.1. Introduction; 1.2. The Agri-Business Firm in its Marketing Environment; 1.3. Application of Marketing in Agriculture; 1.4. Marketing Mix and its Components; 1.5. Strategic Marketing in the Field of Agriculture; 1.6. Agricultural Advertising; 1.7. Challenges in Agricultural Marketing in Developing Countries; 1.8. Measure to Improve the Agricultural Marketing 1.9. Case Study: Agricultural Marketing in India-Value Creation ApproachReferences; Chapter 2 Modern Marketing Methods and Dimensions of Agricultural Market; 2.1. Introduction; 2.2. Developing the Competitive Advantage; 2.3. Contemporary Channels of Marketing; 2.4. Modernization of Retail Outlets; 2.5. Historical Change In Agriculture; 2.6. Technological Changes In Agriculture; 2.7. Conclusion; 2.8. Case Study; References; Chapter 3 Alternate Agricultural Models; 3.1. Introduction: Agricultural Model; 3.2. Agricultural System Models; 3.3. Objectives For Developing Models 3.4. Modeling of An Agricultural Systems: Methods3.5. Acceleration of Technological Innovation With Computational Agricultural Science: Nextgen Vision; 3.6. Alternate Marketing Systems; 3.7. Beyond Food Security; 3.8. A Feminist Perspective; 3.9. Via Campesina; 3.10. A Viable Option; 3.11. The Agricultural Model; 3.12. Benefits to Growers And Agri-Businesses From Agricultural Modeling; References; Chapter 4 Approaches to the Study of Agricultural Marketing; 4.1. Introduction; 4.2. Problems In Agricultural Marketing; 4.3. Some Other Specific Problem In Agricultural Marketing 4.4. Problems Faced By Farmers4.5. Barriers In Marketing Process; 4.6. Approaches To Study Marketing; 4.7. Approaches To Study Agricultural Marketing; 4.8. Conclusion; 4.9. Case Study; References; Chapter 5 Packaging, Storage, and Transportation of Agro Materials; 5.1. Introduction; 5.2. Necessity of Packaging; 5.3. Packaging Systems; 5.4. Functions of Food Packaging; 5.5. Damage Suffered by Packaged Product; 5.6. Dos And Don'ts in Storage of High-Quality Agricultural Produce; 5.7. Factors Affecting Storage Life; 5.8. Grain Drying; 5.9. Types of Storage 5.10. Importance of Freezing in Food Protection5.11. The Need For Freezing and Frozen Storage; 5.12. Losses During Transportation; 5.13. Handling and Storage Practices; 5.14. Guidelines For The Construction and Design of Storage And Food Processing Area; 5.15. Waste Management In Storage; 5.16. Conclusion; 5.17. Case Study; References; Chapter 6 Controlling and Management of Agricultural Marketing; 6.1. Introduction; 6.2. The Importance of Agricultural and Food Marketing to Developing Countries; 6.3. Agricultural Marketing; 6.4. The Importance of Farm Inputs