Abstract:
Agricultural marketing plays a crucial role in fostering and improving the economy of the
country. As a discipline, it needs to be integrated on most of the business courses to equip
students to know the basics of the marketing of agricultural products in Tanzania. This book is
very conversant and detailed that it contributes to the knowledge and understanding of the
important aspects and issues in managing the marketing of agricultural products and produces.
It managed to connect the marketing principles and methods in the success of the flow of
agricultural inputs and outputs and narrated associated risks and solutions to the identified risks
and problems. The main weaknesses of the book include failure to openly show the sequence
of flow in terms of agricultural products supply chain and the channels, risks associated with
international agricultural marketing, skills and application of ICT in agricultural marketing and
balance of trade in international business as well as the role of regional integration in the flow
of agricultural products. Therefore, there is a room for more discussions on the international
business arena and the issues of consumer behavior and how a customer’s buying behavior
affects the rational decision making process of farmers and how it affects the strategies posed
by marketing institutions and the government. Nevertheless, the book is very resourceful to
university educators, researchers and students, especially those pursuing business studies. It is
also a useful instrument to policy makers at both local and international levels and agricultural
business practitioners. This book review is very important as it helps readers understand what is missing and resources to fill the trench. It presents the synopsis of the book and a critical
evaluation of the content and then offers an endorsement, weakness and strength of the book.