Marketing of Agricultural Products

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.