Modernizing Agriculture: The Pathway and Process

This book entitled” Introductory Agribusiness Management” provides basic knowledge about, agricultural marketing, marketing management, marketing research, marketing channels, as well as to impart knowledge about Buyer behavior, Demand and Sales forecasting, Pricing policies, Product Planning and Sales promotion techniques, Entrepreneurship etc. that will be helpful for setting an agricultural business enterprise for improving market infrastructure, direct and group marketing, establishment of modern marketing and processing units, market integration and the improvement of the overall efficiency of the agricultural marketing system. It also provides students and adult learners with an essential understanding of what it takes to be a successful agribusiness manager in today’s rapidly evolving, highly unpredictable marketplace. This book is an ideal text for all courses on management in the agribusiness industry.