Problem of rural growth cannot be fully solved unless rural 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 highlights various issues related to rural marketing and challenges being faced by it in this era of globalization today. The series comprise three books within its fold, of which the first volume focus on issues as varied as