目  錄模塊一  農產品營銷理論················································································· 1**章  農產品綜述························································································ 1**節  農產品······························································································ 1第二節  農產品市場························································································ 9復習思考題··································································································· 14第二章  農產品市場營銷················································································ 15**節  農產品市場營銷概述········································································· 15第二節  市場營銷相關理論············································································ 18復習思考題··································································································· 25模塊二  農產品營銷戰略················································································ 26第三章  農產品營銷環境分析········································································· 26**節  市場營銷環境··················································································· 26第二節  消費心理和購買行為研究··································································· 45第三節  農產品市場調查與預測······································································ 57復習思考題··································································································· 71第四章  農產品市場細分和目標市場選擇························································· 72**節  農產品市場細分················································································ 72第二節  農產品目標市場選擇與定位······························································· 78復習思考題··································································································· 85模塊三  農產品營銷渠道················································································ 86第五章  農產品營銷渠道················································································ 86**節  農產品營銷渠道················································································ 86第二節  農產品電子商務················································································ 93第三節  農產品物流配送·············································································· 133第四節  連鎖營銷和供應鏈管理···································································· 145復習思考題································································································· 152模塊四  農產品營銷策略·············································································· 154第六章  農產品產品策略·············································································· 154**節  農產品品質與營銷··········································································· 154第二節  農產品定價策略·············································································· 165復習思考題································································································· 173第七章  農產品品牌策略·············································································· 174**節  農產品包裝策略·············································································· 174第二節  農產品品牌策略·············································································· 181復習思考題································································································· 191第八章  農產品營銷管理·············································································· 192**節  農產品綠色營銷·············································································· 192第二節  農產品促銷與促銷組合···································································· 204第三節  農產品營銷與控制··········································································· 213復習思考題································································································· 223模塊五  人才市場自我營銷··········································································· 225第九章  企業需要的人才類型······································································· 225**節  當今市場必須擁有的營銷人才·························································· 225第二節  大學生自我營銷·············································································· 228復習思考題································································································· 238附  實驗實訓······························································································ 239實驗實訓一  農產品市場環境的調查與分析···················································· 239實驗實訓二  消費者行為調查分析································································· 240實驗實訓三  農產品市場調查的方法······························································ 240實驗實訓四  電子商務模擬實驗（b2b）······················································· 244實驗實訓五  農產品營銷策劃······································································· 247實驗實訓六  農產品銷售合同的簽訂······························································ 247參考資料···································································································· 249參考網站···································································································· 250