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«Annotated References of Books Contributed by Dr. Rajagopal : 1986-2009 (In ascending order) Dynamics of Agricultural Marketing in Tribal India, ...»

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Annotated References of Books Contributed by Dr. Rajagopal : 1986-2009

(In ascending order)

Dynamics of Agricultural Marketing in Tribal India, Rainbow Publications, Coimbatore,

India, 1986, viii+94 ISBN

The discussion in this book is based on the empirical research conducted in the aboriginal

community of Bastar district in India with a focus on practices of marketing of agricultural

products. The study examines the existing marketing organizations in the region and their

effectiveness in delivering the services to the farmers in order to maximize the economic benefits in trading the farm produce. The book critically examines the role of intermediaries in the agricultural marketing in the region and explores the impact of cooperative intervention. The reference period for the study is 1970-85. (Out of print) Planning Agriculture Marketing in India, Rainbow Publications, Coimbatore, India, 1987, vi+156, ISBN This book reviews the research contributions made to the agricultural marketing in context to the developing countries during 1950-1980 and analyzes the agricultural marketing policies and practices followed in India. The discussions in the book explore the problem areas in the agricultural trade and offers strategic solutions to overcome the policy drawbacks through implantable economic models. The book has been written for the practicing executives in agricultural and rural development in the region with comprehensive information presented through the Tables and Charts. This book has also served as main text to the post-graduate students of the Rural Marketing and Cooperation subjects in Indian universities. (Out of print) Marketing in Peasant Economy : History and Trend, Manas Publications, New Delhi, India, 1988, vi+248, ISBN 81-7049-022-7 This book gives an opportunity to understand the marketing system of food grain in rural and urban settlements in developing countries like India. The discussions in the book deals with the new approaches for improving the agribusiness towards efficient use of factors of productivity, logistics and distribution of farm produce and farmer friendly marketing

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Marketing of rural products is a complex phenomenon. The relationship of the buyer and seller in a rural market is two-way linked as a seller of one product is often a buyer of another in the same market. Thus the transactions are more complex and are worked-out on more on negotiations than the market driven theories. In view of providing a fair transactional environment to both the seller and buyers, there have been many government induced polices are being implemented in India through the rural development agencies of the government and NGO. However, the success of many of the programs of rural marketing appeared to be a far cry due to intervention of many uncontrollable factors. Hence there has been a continuous stress on refining the skills of the executives engaged in implementing such programs. This book offers innovative participatory management games in rural marketing for understanding trade channels, market infrastructure, institutional linkages, monitoring and evaluation. The games illustrated in this book have been applied in many management development programs at National Institute of Rural Development, a government of India organization at Hyderabad (India) and have been well received. The book has also been reviewed with appreciation in the Economic and Political Weekly, Business Standard and The Hindu (national English daily).

Entrepreneurship and Rural Markets, Rawat Publications, Jaipur, India, 1992, ix+135, ISBN 81-7033-167-8 The literature on rural marketing is not very comprehensive and so also on the rural entrepreneurship. The crux of the problem is the inadequate linkages towards rural and commercial infrastructure to support rural marketing. This book explores the innate facts of the rural marketing system in reference to India and discusses the aspects of marketing integration in a phased manner. The concept of market integration has been considered as the thesis of the book. The discussion in the book provides analysis of marketing theories and the code of practice for effective marketing in rural entrepreneurial firms. The write-up in the book is supported with models and inferences drawn from the existing rural trade paradigms.

This book attempts to re-discover the old and slumbering facts that had allowed the rural marketing economy to let down largely after the industrial revolution observed in the country.

Indian Rural Marketing, Rawat Publications, Jaipur, India,1993, ii+202, ISBN 81-7033This is a case based book linking empirical evidences on marketing in rural India with the government policies. The cases studies from various regions of the country conducted methodologically have been discussed in book which provides a platform for developing appropriate policy framework in the country. The discussions mainly address the latent issues in rural marketing from the perspective of multi-channel marketing, rural –urban trade linkages and diffusion of marketing technology in the rural areas. The empirical studies presented in the book reflect on the above cutting edges and portray the problems which disallow the modernization of rural marketing system in India. Te book also draws attention on the market integration process towards reengineering the complexities in rural marketing system. The cases studies of the book has been extensively cited by many researchers over the period and has been used as case book in the training programs on rural marketing designed for the development executives, NGOs and researchers. The book has received excellent reviews in the exclusive book review journals in India.





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This book discusses the effectiveness of the rural marketing programs of the government like District Supply and Marketing Societies (DSMS), Khadi and Village Industries Boards and state specific programs to support the rural marketing activities. The issues of marketing linkages for the beneficiaries of various rural development programs and the policy of DSMS had emerged as prime debate during 1990’s in India. There have been different administrative arrangements made to carry state specific programs drawn on the broad policy guidelines of the Union Government of the country. The empirical studies carried in three states form the core of the thesis of the book. These studies represent the programs on rural marketing being administered by government, autonomous organization and people’s bodies.

The book also argues the strategic fit of the program administration in the rural areas in terms of green house and blue print management concepts. The studies in this book were supported by the National Institute of Rural Development, a government of India organization located at Hyderabad.

Rural Marketing Administration in India, Kaveri Books, New Delhi, 1995, xiii+200, ISBN 81-7479-004-7 This book has been written largely as a post-script of the previous been entitled “Rural Marketing Management, 1994”which focuses the discussion on the feasibility and economic viability of administrative arrangements towards rural marketing. The arguments are woven around the administrative efficiency factors in reference to the three different organizational experiments-government, quasi official and people’s bodies, conducted in India. The text attempts to provide the experience of some the above experiments with focus on business logistics and marketing concepts applicable in rural market economy. The book comprises seven interesting chapters and the cases studies discussed therein have been proved to be good training input for the management development programs in the relevant area. The foreword for this book has been written by Mr. Prabhakar Vanamali, Deputy Director General of National Institute of Rural Development, Hyderabad (India).

Organising Rural Business : Policy, Planning and Management, Sage, New Delhi, 1995, 190, ISBN 0-8039-9200-9 (US) 81-7036-428-0 (India)

–  –  –

This is one of the most talked books in rural business management, provides insights and methods for the design of alternative marketing channels which can ensure that the optimum economic benefits flow to rural entrepreneurs. Author enunciates a management approach to the marketing of rural products which has so far been an unorganized activity. The discussions in the book covers a wide range of important and pragmatic issues and describes all essential aspects of managing product marketing in rural perspective. The book covers the areas on planning product marketing, conflict management, cooperative marketing, rural retailing, activity scheduling, developing marketing projects and managing trade systems.

The foreword to this book has been written by Tushaar Shah, Director of Institute of Rural Management, Anand, India. This book has been recommended by many universities/institutes in India for rural marketing courses which include Universities of Goa, Kolhapur, and XISS etc.

View selected books on internet at http://www.rawatbooks.com/, http://www.indiasage.com/browse/search.asp, http://www.dkpdindia.com/servlet/dispinfo?offset=0&searchtype=Author&text1=Rajagopal&Go.x=13&Go.y=7&Go=Go Also perform search for “Rajagopal, Books on Marketing” in any search engine on internet

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Rural development is a comprehensive subject but in sense it is complex as authors argue in this book. The rural development administration webbed in a multi-agency system often makes the development issue more intricate. Consequently an administrator spends a long time of his incumbency period in figuring out the procedural path to bridge the nexus between implementation of programs and their end benefits. However, the question remains at its core to justify whether we are following the right path of rural development with a blend of theoretical, applied and management concepts? This book attempts to reach at a prolific dialogue of this long debate. The retrospect and prospects of rural development has been discussed in the book through some of the empirical studies defined as mini cases. The arguments presented in this book unveil the other side of the rural development administration and describes what is required for making structural adjustments. The book is divided into nine chapters comprising profile of rural development in India, poverty concept and administrative approach, credit planning and management, MIS in rural development, logistics in decision making, rural development through cooperatives, planning for economic linkages, group dynamics and policy perspectives.

Development of Agricultural Marketing in India, Printwell Publications, Jaipur, India, xii+161, ISBN 81-7044-453-6 This book analyses the pertinent issues related to agricultural marketing and attempts to expedite solutions thereof. The text of the book broadly attempts to answer the set of questions that have often been left untouched, such as (i) whether increased marketable surplus has enough support at the existing regulated marketing network, (ii) whether commodity markets are managed efficiently in the country, (iii) whether the cost-benefit is favorable to the farmers, and (iv) whether the infrastructure for agricultural marketing is well knit in the country. The book takes a journey historically to explode the strengths, weakness, opportunities and threats for agricultural commodities marketing.

Principles of Marketing : Text with Indian Cases, Chanakya Publications, New Delhi, viii+165, ISBN 81-7001-109-4 This book has been custom developed for the course on principles of marketing for the MBA students at Institute of Rural Management, Anand, India. This book has a blend of concepts supported with 20 corporate case illustrations to enable the applied learning skills. This book was intended to serve the working managers attending short courses towards part fulfillment of post-graduate diploma in management. The book is divided into nine chapter comprising conceptualization, marketing management process, marketing mix, advertisements, advertising and law, organizing for marketing and control, marketing research, MIS and consumer behavior.

Rural Marketing : Development, Policy, Planning and Practice, Rawat Publications, Jaipur, India, xii+251, ISBN 81-7033-469-4 This book presents discussion on integrated approach to rural marketing reaping the results from the past experience and knotting ideas for future in the light of emerging changes in the concepts and approaches in rural marketing. The book presents a good knowledge on the historical perspective of marketing system in India in the first chapter. The second chapter describes the agricultural marketing regulation in the country as being administered by the Directorate of Marketing and Inspection, Government of India. The other chapters discuss the development of agricultural marketing, marketing of fruits and vegetables, cooperative marketing, marketing technology, development of rural marketing (for non-farm products), rural marketing administration and risk management in rural marketing. The book is an outcome of series of management development programs conducted by the author for the

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This book caters to undergraduate and graduate students in management schools in India and most Asian and Latin American universities for core or elective paper, and will also prove useful to them as practicing managers since it develops new concepts derived from managerial applications discussed in the cases. Major topics covered in the book are framework of international marketing, international business finance, environmental factors affecting international marketing (social, legal, economic, political and technological), international marketing-mix (product, price, place and promotion), international marketing research, strategies, decisions, organizations, negotiations, modes of entry into international markets, and trade in emerging markets.



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