Gambia: A Simple Handbook for Agriculture Producers to Use in Order to Sell Their Products Faster.

book review

On 25th February, 2015 at UTG Law Faculty at Kanifing Campus, our own UTG staff, Mr. Mohammed E. Jammeh, Acting Head, Department of Economics and Management Sciences, School of Business & Public Administration, launched a new book titled Teach Yourself Principles of Marketing. Guess what? Mr. Jammeh is an agriculture specialist because he earned a B.Sc. degree in General Agriculture and an MBA degree from Dalhousie University in Canada. Therefore, this new book, in my opinion, is primarily for agriculture producers. But, it could be handy for any line of business as well. Mr. Jammeh taught me Agriculture Economics at The Gambia College, School of Agriculture in 1986/1987 academic year. Now you know that he is old with a lot of knowledge and I am still young absorbing that knowledge that he generates in a book like this.

According to the Foreword of the book written by Professor of Marketing, Dr.Harold W. Lucius of Rowan University, USA, "Marketing is the force that harnesses a nation's industrial capacity to meet society's material wants." This can be simply put in The Gambia context. That is, The Gambia envisages to be self-sufficient in food by 2016. The food (as a material want as alluded to by Dr. Lucius) that will be produced by the farmers is what will be wanted by the consumers. But how can the food producer make the consumer want the food? The simple answer is through marketing. That whole marketing process is what Mr. Jammeh has simplified in this book! The book makes it easy for the reader to better understand marketing managerial issues, consumer behavior, recurrent challenges in marketing, and tactical marketing.

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