• Dr. Kiran Chanda

Horticulture is the mainstay in Himachal Pradesh for the development of majority of population in the state. Due to its comparative advantage, it is proved, the most remunerative and profitable to the number of Himachal farmers as it improves their economic condition. But the production and marketing of horticulture is undergoing continuous changes globally. An intelligent marketing strategy requires a thorough understanding of the perspective of the market, an appropriation of the optimism of the industry and its special characteristics, and an analysis of the prospects of the environmental background into which the business structure and its marketing efforts fit. Developing the right marketing strategy over time requires a blend of insight, creativity, discipline and flexibility. Firms must stick to a strategy but also find new ways to constantly improve the marketing activities at every level. The present research paper focuses on the pricing strategies, practised in apple production and marketing in the Himachal Pradesh.

Apple, Marketing, Price Himachal Pradesh,

"Pricing strategies of Apple production and marketing practised in Himachal Pradesh", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 9, page no.23-34, September-2018, Available :http://www.jetir.org/papers/JETIR1809154.pdf

"Pricing strategies of Apple production and marketing practised in Himachal Pradesh", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 9, page no. pp23-34, September-2018, Available at : http://www.jetir.org/papers/JETIR1809154.pdf