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It is my pleasure to have written this book which I believe will be useful to all the trainers and trainees tackling marketing in general and specifically marketing of agricultural produce. This book has nine chapters depicting a conceptual framework from unknown to known concepts in marketing. The chapters are sequentially arranged such that a chapter covered leads to the beginning of the next chapter. The content is has questions and answers. In order to bring out practical aspects of marketing, this book has incorporated short case studies about real life issues. Reflections and additional reading books are suggested.