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.

Dr. I. Prince Devadason is an eminent scientist, teacher and academic author in the field of Livestock Products Technology, with more than twenty-five years of distinguished service in meat science research and education.

He earned his Bachelor’s degree in Veterinary Science from the renowned Madras Veterinary College in 1993, and went on to complete his Master’s degree in Meat Science and Technology at the same institution in 1995. Early in his career he served for a year as a Research Associate on a project funded by the Department of Biotechnology (DBT), Government of India, where he laid the foundations of his research expertise.

In 2000 he was awarded the degree of Doctor of Philosophy in Livestock Products Technology by the ICAR–Indian Veterinary Research Institute (IVRI), Izatnagar, Bareilly. His doctoral research received national recognition through the prestigious ICAR Jawaharlal Nehru Award in 2002. He further enriched his scientific outlook with international research experience as a post-doctoral fellow at the University of Texas, United States of America. He is also holding a PGD in Technology Management in Agriculture from NAARM and University of Hyderabad.

Dr. I. Prince Devadason entered the ICAR - Agricultural Research Service in 2000 and began his scientific career at the National Research Centre on Meat, Hyderabad. Since 2016 he has been serving as Principal Scientist in the Division of Livestock Products Technology at ICAR–IVRI, Izatnagar, Bareilly, Uttar Pradesh.

A prolific author, Dr. I. Prince Devadason has more than one hundred scientific and academic contributions to his credit, spanning original research papers, review articles, book chapters, textbooks, popular articles, invited and guest lectures, and conference presentations. He brings over a decade of teaching experience in Livestock Products Technology at the ICAR-IVRI to undergraduate (B.V.Sc. & A.H.), postgraduate (M.V.Sc.) and doctoral (Ph.D.) programmes, and serves as a faculty member for the MBA in Agribusiness Management at ICAR–IVRI teaching classes on Food Technology.

Combining rigorous academic training, sustained research in meat science and technology, international exposure and a proven record of teaching and scholarly publication, Dr. I. Prince Devadason brings exceptional scientific depth, practical insight and academic authority to the present work.

Chapter 1. Introduction to Agricultural and Food Marketing
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Chapter 2. Marketing Concepts and Philosophies
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Chapter 3. Marketing Environment and Consumer Behaviour
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Chapter 4. Agricultural Marketing Systems in India
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Chapter 5. Product Management Concepts
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Chapter 6. Product Mix and Product Line Decisions
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Chapter 7. Branding and Brand Management
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Chapter 8. Brand Loyalty Models and Markov Analysis
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Chapter 9. Packaging Functions and Packaging Technology
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Chapter 10. Emerging Trends in Food Packaging
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Chapter 11. Pricing Objectives and Pricing Policies
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Chapter 12. Supply, Demand and Elasticity
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Chapter 13. Price Theory and Consumer Perception
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Chapter 14. Cost–Revenue–Supply Relationships
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Chapter 15. Pricing Strategies in Agricultural Markets
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Chapter 16. Break-even Analysis and Market-Oriented Pricing
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Chapter 17. Psychological, Geographical and Administered Pricing
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Chapter 18. Marketing Channels and Intermediaries
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Chapter 19. Channel Design and Channel Management
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Chapter 20. Distribution Systems and Channel Conflict
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Chapter 21. Physical Distribution Management
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Chapter 22. Customer Service and Logistics Management
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Chapter 23. Warehouse Management
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Chapter 24. Inventory Management and EOQ
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Chapter 25. Transportation and Distribution Logistics
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Chapter 26. Vehicle Routing and Scheduling Systems
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Chapter 27. Computer Applications in Physical Distribution
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Chapter 28. Marketing Communication Fundamentals
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Chapter 29. Integrated Marketing Communications and Promotion Planning
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Chapter 30. Advertising and Media Management
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Chapter 31. Sales Promotion and Public Relations
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Chapter 32. Personal Selling and Sales Force Management
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Chapter 33. Training and Motivation of Sales Personnel
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Chapter 34. Digital Marketing and Mobile Marketing
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Chapter 35. Social Marketing and Social Media Marketing
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Chapter 36. Monitoring Communication Effectiveness
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Chapter 37. Marketing Costs and Margins
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Chapter 38. Marketing Efficiency and Effectiveness
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Chapter 39. Operational and Pricing Efficiency
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Chapter 40. Cost Components in Agricultural Marketing
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Chapter 41. Packaging, Handling and Storage Costs
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Chapter 42. Transportation and Processing Costs
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Chapter 43. Capital Costs and Financial Analysis
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Chapter 44. Future Trends in Agricultural and Food Marketing
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