Synopsis As far back as 1928, Royal Commission observed: “Problem of agricultural growth can not be fully solved unless agricultural marketing is improved.” Doubtless it is said that a national farmer keeps his one eye on the plough and the other on the market. Marketing comprises all operations involved in the movement of farm produce from the producer to ultimate consumer. Thus it includes the operations like collection Grading, Processing, Preservation, Transportation and Financing. This book is a collection of research papers contributed by various eminent scholars of their respective disciplines, highlighting various issues related to rural marketing and challenges being faced by it in this era of globalization today.