第一篇　农产品营销原理
  第一章　农产品营销导论
   第一节　农业与农产品营销
   第二节　农产品营销学的研究对象
   第三节　农产品营销学的研究方法和意义
  第二章　市场竞争与农产品营销环境
   第一节　农产品市场与市场竞争
   第二节　农产品营销宏观环境
   第三节　政府与农产品营销
   第四节　政府与农产品市场信息
   第五节　农产品绿色营销
 第二篇　农产品营销策略
  第三章　农产品营销的产品策略
   第一节　农业综合企业与农产品
   第二节　产品组合及评价
   第三节　农产品营销中的产品策略
   第四节　新产品开发与创新
  第四章　农产品营销价格策略
   第一节　农产品定价目标与定价程序
   第二节　农产品定价依据
   第三节　蛛网理论模型与价格波动
   第四节　农产品定价方法
   第五节　农产品价格策略
  第五章　农产品营销渠道策略
   第一节　农产品营销渠道模式
   第二节　农产品批发
   第三节　农产品零售
   第四节　农业中介组织和中介人
   第五节　农产品营销渠道策略
   第六节　营销渠道管理
  第六章　农产品促销策略
   第一节　农产品促销概述
   第二节　广告与农产品促销
   第三节　人员推销
   第四节　关系营销与农产品促销
  第七章　农产品加工、包装与品牌策略
   第一节　农产品加工
   第二节　农产品包装
   第三节　农产品品牌策略
  第八章　农产品运输与储藏
   第一节　农产品运输
   第二节　农产品储藏
   第三节　供应链管理理论及其在农产品物流中的应用
  第九章　农产品标准与分级
   第一节　标准与标准化
   第二节　农产品标准
   第三节　农产品分级
  第十章　农产品期货市场
   第一节　农产品期货市场的功能及其构成
   第二节　农产品期货市场的交易方式
   第三节　农产品期货市场交易品种与交易策略
 第三篇　农产品专业市场营销
  第十一章　谷物营销
   第一节　谷物生产
   第二节　谷物市场需求
   第三节　谷物营销
  第十二章　棉花营销
   第一节　棉花生产和需求
   第二节　棉花营销
   第三节　棉花的国际贸易和营销
  第十三章　油料营销
   第一节　油料生产与市场需求
   第二节　油料产品营销渠道
   第三节　油料企业营销策略
  第十四章　水果与蔬菜营销
   第一节　水果与蔬菜生产
   第二节　水果与蔬菜的消费需求
   第三节　水果与蔬菜的营销渠道
   第四节　水果与蔬菜的营销策略
   第五节　水果与蔬菜的国际市场营销
  第十五章　肉类与水产品营销
   第一节　畜牧生产特点对肉类产品营销的影响
   第二节　肉类产品消费
   第三节　肉类产品营销渠道
   第四节　肉类产品等级标准与安全卫生
   第五节　水产品营销
  第十六章　禽肉与禽蛋营销
   第一节　禽肉与禽蛋的商品特点
   第二节　禽肉和禽蛋的消费需求
   第三节　禽肉与禽蛋的营销渠道和营销策略
  第十七章　乳品营销
   第一节　乳品生产
   第二节　乳品消费
   第三节　政府对乳品发展的支持
   第四节　乳品营销渠道
   第五节　乳品企业及其竞争
  第十八章　烟草产品营销
   第一节　烟草产品生产
   第二节　烟草产品消费
   第三节　烟草产品营销渠道
   第四节　政府对烟草产品营销的管理
   第五节　烟草产品营销策略
 第四篇　农产品营销管理与国际营销
  第十九章　农业综合企业市场调研与市场预测
   第一节　农业综合企业市场营销信息
   第二节　农业综合企业市场调查
   第三节　农业综合企业市场预测
  第二十章　农产品营销计划与管理
   第一节　农产品市场分析与选择
   第二节　农产品市场营销组合
   第三节　农产品营销计划与战略
   第四节　农产品营销控制
  第二十一章　农产品国际营销
   第一节　WTO框架下农产品国际营销的环境分析
   第二节　农产品国际市场分析与进入
   第三节　农产品国际营销策略
 参考文献
 Contents
 Part One: Principles of agricultural products marketing
  roduction to agricultural products marketing
   riculture and agricultural products marketing
   e research objective of agricultural product marketing
   search methods and significance of agriculturalproduct marketing
  rket competition and the environment of agricultural product marketing
   ricultural product market and Competition in agricultural product market
   cro-environment of agricultural product marketing
   ernment and agricultural products marketing
   ernment and information of agricultural products market
   een marketing of agricultural products
 Part Two: marketing strategy of agricultural products
  duct strategy of agricultural products marketing
   ribusiness and agricultural products
   rtfolio and its evaluation
   duct strategy of agricultural products marketing
   w product development and innovation
  ice strategy of agricultural products
   jective and procedure of the price decision-making of agricultural products
   ses of the price decision-making of agricultural products
   bweb theory and price fluctuation of agricultural products
   proaches of price decision-making of agricultural products
   rategy of price adjustment of agricultural products strategy, contract sale strategy)
  ricultural products channel strategy
   dels of agricultural products channel
   ricultural products wholesaling
   ricultural products retailing
   ermediaries of agriculture
   ricultural products channel strategy
   ricultural products channel management
  ricultural products promotion
   roduction to agricultural products promotion
   vertisement and agricultural products promotion
   rsonal promotion
   lationship marketing and agricultural products promotion
  ricultural products processing , packaging and branding
   ricultural products processing
   ricultural products packaging
   and strategy of agricultural products
  ricultural products transportation and storage
   ricultural products transportation
   ricultural products storage
   gistic management theory and its application in agricultural products logistics
  andardization and grading
   andards and standardization
   andards of agricultural products
   ading of agricultural products
  ricultural products future market
   nctions and institution of agricultural products future market
   change approaches in agricultural products future market
   ducts categories and strategies in agricultural products future market
 Part Three: Commodity marketing
  ain marketing
   ain production
   ain demand
   ain marketing
  tton marketing
   tton production and demand
   tton marketing
   ernational trade and marketing of cotton
  ok oil marketing
   ok oil production and market demand
   rketing channel of cook oil
   rketing strategies of cook oil manufacturing firms
  uit and vegetable marketing
   duction of fruit and vegetable
   mand on fruit and vegetable
   uit and vegetable marketing channel
   rketing strategy of fruit and vegetable
   ernational marketing of fruit and vegetable
  at and aquatic products marketing
   aracteristics of meat production and their influences on meat marketing
   at consumption
   rketing channel of meat
   ading standardization and hygiene of meat
   uatic products marketing
  ultry and egg marketing
   ature of Poultry and egg
   mand on Poultry and egg
   rketing strategy marketing channel and of poultry and egg marketing
  k and diary products marketing
   duction of milk and diary products
   nsumption of milk and diary products
   ernment’ s support to milk and diary products
   rketing channel of milk and diary products
   rms producing diary product and competition
  bacco and tobacco products marketing
   duction of tobacco and tobacco products
   nsumption of tobacco and tobacco products
   rketing channel of tobacco and tobacco products
   ernment management of tobacco products marketing
   rketing strategy of tobacco products
 Part Four: Marketing management and International marketing of agricultural products
  Chapter19 .Marketing research and market prediction of agribusiness
   rketing information system of agribusiness
   rket research of agribusiness
   rket prediction of agribusiness
  rketing plan and management of agricultural products
   rket analysis and choice of agricultural products market
   rketing mix of agricultural products
   rketing plan and strategy of agricultural products
   ntrol in agricultural products marketing
  ernational marketing of agricultural products
   vironment analysis of agricultural products international marketing within the WTO frame
   alysis and entry of agricultural products international marketing
   rategy of agricultural product international marketing
 References