The book has been designed keeping in mind the mental horizon of readers, yet it will surely raise a logical aptitude among them. The edition is a precise analysis and the author has made a sincere effort to deal with the concepts of agricultural marketing. Simplification in the explanation of various agro-problems has tried to bring readers nearer their solution logically and scientifically as well. This makes the book lucid and comprehensive. Although, I have made every effort to wipe out deficiency in concept. Yet shortcomings and lacking may be possible. An outstanding feature of the book is the concept review question. I sincerely hope the book would prove to be very useful to readers and agricultural marketing policy planners and practitioners. An initiative has been taken to develop agricultural marketing in the country to meet the challenges and opportunities of the economic new order. Table of Contents Foreword - M.L. Vadera Foreword - CA K.K. Choudhary Preface Acknowledgments List of Tables List of Figures 1. Fundamentals of Market and Marketing 2. Marketing Functions 3. Marketing Channels/ Agencies/ Institutions 4. Agricultural Marketing 5. National Agricultural Market (NAM) 6. Consumer Marketing 7. Regulated Markets 8. Agricultural Marketing Reforms 9. Producer’s Surplus of Agricultural Commodities 10. Commercialisation of Agriculture 11. Agri – Business/ Marketing of Farm Inputs 12. Agro-Based Industries 13. Contract Farming 14. Government Sponsored National Organisations 15. Legislative measures for improving agricultural marketing 16. Marketing Management: 17. Agricultural Price Policy 18. Co-Operating Marketing 19. Risk and uncertainty in Agriculture 20. Government’s intervention in the agricultural marketing system 21. Quality Control 22. Market Integration, Market Efficiency, Marketing Costs, Margin, and Price Spread 23. Training, Research, and Extension in Agricultural Marketing 24. International Trade