Marketing plays a crucial role in identifying, creating, and delivering value to customers while achieving business objectives. It encompasses market research, product development, branding, advertising, sales, and customer relationship management. Traditional marketing relies on print and broadcast media, whereas digital marketing leverages online platforms, including social media, search engines, and personalized advertising strategies. Agricultural marketing, in particular, is essential for economic development, especially in low-income countries where agriculture is a major source of income and employment. Despite its significance, underinvestment and challenges such as food shortages, climate change, and inadequate infrastructure hinder its efficiency. India, with its vast agricultural potential, contributes significantly to global food production but faces obstacles like market failures and limited financial access. Strengthening agricultural marketing systems through competitive market mechanisms, price transparency, and commercialization policies can enhance farmer incomes and market efficiency. Market orientation in agriculture has evolved from state-regulated policies to market-driven approaches, aligning with neoliberal economic principles. However, smallholder farmers often struggle with deregulation, facing market failures in credit and insurance. Effective governance is necessary to balance public and private sector roles, ensuring investments in infrastructure, research, education, and rural development programs. Public–private partnerships can enhance service delivery, while targeted safety nets protect vulnerable populations. Decentralization and community-driven strategies further improve governance by fostering social cooperation, local decision-making, and policy accountability. Addressing these challenges requires a holistic approach that integrates economic policies, institutional reforms, and governance improvements to promote sustainable agricultural growth and rural development.
