Prof. H.L. Nagaraja Murthy a Post-graduate in Behavioral Science Psychology from University of Mysore (1976) and PGDBM from University of Mumbai (1990) and M.Phil. (ORG.PSY) from Vinayaka Missions University (2011) and now in the process of registering for Ph.D. in PSYCHOLOGY. He Completed his basic education and graduation Post-graduation from Mysore has 22 years of corporate experience in HRM and corporate Communication. Administration and Logistics Public Relations and Public Information service and nine years of teaching experience in various reputed Management Education Institutions. He has traveled rural areas of Karnataka. Tamil Nadu, parts of North India like Haryana, Punjab, and Rajasthan and Possesses first hand experience in rural agriculture sector marketing.   

When the author of this book was asked to teach Agriculture Business Marketing-the subject he never taught during his tenure in collegiate teaching he consolidated all his efforts with his true spirit and started to teach soon became so much involved in this subject so deeply fascinated to acquire real experience in this sector.In fact this is one such attempt wherein he tried to bring out this book with all available knowledge to serve the management student`s fraternity and students of agricultural business management in particular to serve as handbook in their future endeavor.   

He served as Junior and Senior Consultant in Bureau of Industrial Costs and Price (BICP), Department of Industrial Development, Ministry of Industry and Central Monitoring Service − All India Radio New Delhi. Later he joined THE TIMES OF INDIA, New Delhi (between 1987-2003). He was commentator of Current affairs and economic news for SPOTLIGHT program (in-house program) of AIR and also took part in current affairs program in Doordarshan, Delhi. He published umpteen editorial articles in TOI edit page and carried our Q & A column of various celebrities’ dignitaries and mandarins of the country. He brought out a book on “Understanding Human Behavior" with co-author Dr. S.K. Srivastava - the then Director of RDIAS, Rohini, Delhi. He organized three national and two international conferences while he was in teaching in reputed management institutions. And thereafter taught journalism and Mass Communication in IILM, APAR India Institute of Management & Technology, TECNIA Institute of Advanced Studies in the capacity of Senior Lecturer and Faculty. Later served as DEAN at Rukmini Devi Institute of Advanced Studies, Rohini Delhi, Visiting Faculty at JIMS Institute of Management Journalism and Mass Communication Sector-3, Rohini. Presently serving as senior faculty at Bharati Vidya Peeth Deemed University at its New Delhi campus and teaching Agricultural Business Management Corporate Governance, Business Communication, Professional values ethics other allied subjects` curriculum students of MBA and BBA besides other streams.   

The author hopes this book will serve the purpose of management students and teachers and shall be looking forward to receive necessary feedback through e-mail:[email protected] any additions, suggestions, comments if any from teaching and student fraternity. Any observations, suggestions, recommendations for inclusion of any information