| Description |
1 online resource |
| Contents |
Introduction : agri-input market at crossroads -- 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 -- Agri-input market : current competitive situation -- Buying behavior for inputs -- Impact of agri-input usage in india -- 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) |
| Summary |
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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Agricultural industries -- India -- Marketing
|
|
BUSINESS & ECONOMICS -- Industries -- General.
|
|
Agricultural industries -- Marketing
|
|
India
|
| Form |
Electronic book
|
| Author |
Kaundinya, Ram
|
| ISBN |
9789351500964 |
|
9351500969 |
|
9781322031149 |
|
1322031142 |
|
