000			02590 a2200193 4500
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020			_a9788132117711
082			_a338.10954
100			_aVENUGOPAL, PINGALI _915439
245			_aAGRI-INPUT MARKETING IN INDIA _cPINGALI VENUGOPAL AND RAM KAUNDINYA
260			_bSAGE PUBLICATIONS INC _c2014 _aNEW DELHI
300			_aXX, 246 P. _bPAPER
505			_aList of Tables List of Figures List of Boxes and Exhibits Foreword Ireena Vittal Preface Acknowledgments Introduction: Agri-input Market at Crossroads I: THE PAST 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 II: THE PRESENT Agri-input Market: Current Competitive Situation Buying Behavior for Inputs Impact of Agri-input Usage in India III: THE FUTURE 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) Bibliography Profile of Industry Experts Who Shared Their Views on the Subject Author Index Subject Index
520			_aAgri-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.
650			_aAGRICULTURE INDUSTRIES _xMARKETING _zINDIA _915440
700			_aKAUNDINYA, RAM _915441
942			_2ddc _cBK
999			_c33245 _d33245