FLORICULTURE MARKETING IN INDIA

Debashish Sengupta; Raj Kamal

146 Pages

71/4x91/2

PB

ISBN: 978-81-7446-789-8

Rs. 225

About the book:

Marketing as a function has undergone a transformation and world-over a firm's or a sector's sustenance has not alone been decided by its ability to produce quality products or services but more importantly how they have been able to market their offerings. Effective marketing has been able to develop new consumer tastes and influence consumer behaviour.

Globally, floriculture is a huge industry and big bucks. India, despite its immense potential has not yet emerged as a frontline global player. Primarily that has been attributed to a weak marketing function both domestically as well export-wise. The marketing efforts have been largely unorganised and sparse in nature. At the same time, this sector has produced 'pioneers' who have come-out with innovative marketing strategies.

The book 'Floriculture Marketing in India' is an attempt to not only capture the current state of floral marketing in India but also to develop a road-map for the challenges ahead and role of different stakeholders in making this a flourishing industry. The book encompasses the floriculture trade in India, current marketing practices and future strategies, behaviour of Indian floral customers, online marketing of flowers, concept of branding in flowers and floral products, marketing flowers as healers and stress busters, cold-chain management in floriculture marketing, remarkable contributions of few organizations in Indian floriculture movement and some innovative global models.

Contents Include:

An Overview of Flower Trade in India

Floral Marketing Practices in India

Analyzing Indian Consumer Behaviour Towards Flower

Export Marketing of Flowers

Marketing of Flowers & Herbs as Healers

Online Marketing of Flowers

Role of Branding in Flowers

Cold Chain Management in Floriculture

Future Scope of Commercial Floriculture in India

Successful Global Models

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