LEADER 03377nam 2200565 450 001 9910464974503321 005 20200520144314.0 010 $a93-5150-096-9 035 $a(CKB)3710000000214619 035 $a(EBL)1757340 035 $a(OCoLC)885208484 035 $a(SSID)ssj0001290216 035 $a(PQKBManifestationID)12568988 035 $a(PQKBTitleCode)TC0001290216 035 $a(PQKBWorkID)11235757 035 $a(PQKB)10634600 035 $a(MiAaPQ)EBC1757340 035 $a(Au-PeEL)EBL1757340 035 $a(CaPaEBR)ebr10901995 035 $a(CaONFJC)MIL634365 035 $a(EXLCZ)993710000000214619 100 $a20140818h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aAgri-input marketing in India /$fPingali Venugopal, Ram Kaundinya 210 1$aNew Delhi, India :$cSage,$d2014. 210 4$dİ2014 215 $a1 online resource (271 p.) 300 $aDescription based upon print version of record. 311 $a81-321-1771-9 320 $aIncludes bibliographical references and indexes. 327 $aCover; Contents; Foreword; Preface; Acknowledgments; 1 - Introduction: Agri-input Market at Crossroads; Part I: The Past; 2 - Agricultural Situation in India and Agri-inputs; 3 - Land: The Fixed Factor of Production; 4 - Government Policies: Creating an Environment for Input Usage; 5 - Improve Agronomic Potential; 6 - Infrastructure Development: Removing Constraints; 7 - Agricultural Extension Programs in India; 8 - Adoption: The Beginning of the Agri-input Sector; Part II - The Present; 9 - Agri-input Market: Current Competitive Situation; 10 - Buying Behavior for Inputs 327 $a11 - Impact of Agri-input Usagein IndiaPART III: The Future; 12 - Sustainable Agriculture: New Objective; 13 - Strategies for Agri-input Marketing (Basis for Positioning Strategy); 14 - Technical Knowledge-basedMarketing (Basis for Product and Pricing Strategy); 15 - Building Trust through Knowledge Transfer (Basis for Promotion Strategy); 16 - Integrated Agri-input Supply Model (Basis for Place Strategy); 17 - Future Directions (Implementation Aspects); Bibliography; Profile of Industry Experts Who Shared Their Views on the Subject; Author Index; Subject Index; About the Authors 330 $a

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 th 606 $aAgricultural industries$zIndia$xMarketing 608 $aElectronic books. 615 0$aAgricultural industries$xMarketing. 676 $a338.10954 700 $aVenugopal$b Pingali$f1958-$0979581 702 $aKaundinya$b Ram 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910464974503321 996 $aAgri-input marketing in India$92233861 997 $aUNINA