Managing co -operative Marketing

The Indian agricultural and rural economic scenario, as a consequence of the application of new technology and science supported by new institutions and agencies, is undergoing a tremendous transformation. While there are many perceptible favourable changes, there ap pear many side-effects that need urgent atten tion to sustain the pace of development in the right direction. Traditional approaches must give way to modern integrated approaches.

This book, Managing Co-operative Marketing, views the process of development in selected crucial areas from the marketing angle.. The focus is on agricultural and rural economic sectors. It has been generally accepted that the democratic and socialistic foundations of the national policy framework necessitate that preference be given to co-operativisation in these areas of the economy.

Co-operative organisations have, by and large, not been able to make a dent so far after years of planning and special assistance. The failure is largely due to lack of support on the marketing front and excessive stress on the pro vision of credit. Co-operative marketing needs to be given its due place to ensure a larger share in the incremental income to the basic producer, especially in the rural sector. The process in not easy as the vested interests have to be fought on their home front. The unorganised, weak, lay farmer-craftsman is easily influenced by their wrong ideas and cheap short-range incentives.

The objective, therefore, of this book is to draw the attention of the co-operators, policy makers and others concerned with, and in terested in, development through co-operative action to some of the important aspects of co operative marketing in the context of current thinking and situation in a systematised way The book covers, apart from conceptual analysis, sectoral and functional areas in agriculture and in the marketing of the products of small industries through co-operative action. The discussion has been related to modern management tools and techniques, since the In dian co-operatives are growing in se and struc fure in the face of competition, and the needs of new technologies and processes has become Paramount in ensuring wth and development.