Synopsis This book ventures to probe into all the facets of horticulture marketing coupled with the success story of citrus marketing. The volume indicates that horticulture has already gained ground and with the increasing demand for organic food round the globe, it would further dominate the domestic as well as international market in the new millennium. Under these circumstances, India can take full advantage of its agro-climatic conditions in multiplying the productivity, marketing and exports. The authors have provided a vast canvas covering the requisite marketing functions of horticulture marketing. Being profusely illustrated with empirical evidence, the volume will be of immense help to research institutions, policy makers, agricultural universities, academia, exporters as well as the general reader eager to learn about horticultural marketing and post-harvest management.