Agricultural and Food Marketing Management is a comprehensive textbook that applies modern marketing-management principles to the distinctive requirements of agriculture and the food industry. It explains how seasonality, perishability, price volatility, dispersed production, government intervention and changing consumer preferences influence agricultural markets. Organised into six parts, the book covers marketing concepts, consumer behaviour, agricultural marketing institutions, product management, branding, packaging, pricing, channel management, warehousing, inventory, transportation, logistics, promotional communication, digital marketing and marketing efficiency.

Economic and managerial tools—including elasticity, break-even analysis, economic order quantity, marketing margins and investment appraisal—are explained through agricultural and food-sector examples. Tables, flow charts, cases, numerical illustrations, review questions, multiple-choice questions and an extensive glossary support classroom learning and examination preparation. Written primarily for MBA, agribusiness and veterinary-management programmes, the book will also benefit agricultural economists, food technologists, extension officers, cooperative managers, agribusiness entrepreneurs and policymakers.