Overview

In the agricultural industry, factors such as environmental degradation, resource constraints, and climate change have left traditional agricultural practices inadequate in meeting the growing global food demand. Simultaneously, the marketing landscape is evolving rapidly due to technological advancements, changing consumer preferences, and the rise of online platforms. Both agriculture and marketing are faced with the critical task of adapting and embracing sustainability in this ever-changing environment. Sustainable Practices for Agriculture and Marketing Convergence offers a comprehensive solution to these pressing issues. This book is a practical blueprint for transforming the agricultural industry and revitalizing marketing strategies in the name of sustainability. At its core, the book aims to highlight the monumental significance of sustainable agriculture in mitigating the long-standing environmental impacts of conventional farming methods. It does so by presenting real-world case studies and best practices, inspiring and motivating the widespread adoption of sustainable agriculture. The book goes beyond theory however, providing a platform for scholars, practitioners, policymakers, and students to explore the intersection of sustainable agriculture and marketing. By uniting diverse perspectives from various disciplines, it fosters a deeper understanding of the challenges and opportunities within these realms. The book also offers potential solutions and insights into the future directions of sustainable agriculture and marketing convergence. Sustainable Practices for Agriculture and Marketing Convergence is an invaluable resource, providing knowledge, inspiration, and a call to action for those seeking to contribute to the transformation of agriculture and marketing practices toward a more sustainable future.

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Reason Masengu is a highly experienced Senior Lecturer of Business Management at Middle East College in Muscat, Oman, with over 7 years of experience in higher education. He specializes in Global Marketing, Marketing Management, Digital Marketing, and related courses. Dr. Masengu holds a Ph.D. in Business Management (Marketing strategy), North West University, South Africa, a Master of Commerce in Marketing Strategy, Midlands State University, Zimbabwe, and a Bachelor of Technology Hons in International Marketing, Chinhoyi University of Technology, Zimbabwe. He has obtained certifications in marketing, brand strategy, and data analytics from prestigious institutions such as the Chartered Institute of Marketing and Google. Dr. Masengu is a Fellow of the Chartered Institute of Marketing, Certified Practicing Marketer, Australia Marketing Institute and Senior Manager Member -Marketers Association of Zimbabwe. He holds various positions including International Faculty Advisor, reviewer for the IEOM Society, and other international accredited journals. His research interests include digital marketing, financial inclusion, marketing research, business management, sustainable marketing, and technology adoption, logistics and supply chain management. With international exposure in administering research grants, he contributes significantly to the fields of marketing, logistics, and supply management through his dedicated research endeavours in Oman.

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