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Table of Content

Table of Contents
Table of Content......................................................................................................................1
Chapter I. Introduction of Marketing Strategies......................................................................2
1. Green marketing strategies: an examination of stakeholders and the opportunities they
present...............................................................................................................................................2
2. To Be or Not to Be in Social Media Arena as the Most Cost-Efficient Marketing Strategy after
the Global Recession..........................................................................................................................2
3. Strategic marketing and marketing strategy: domain, definition, fundamental issues and
foundational premises.......................................................................................................................2
4. Marketing Theory Applicability in Higher Education..................................................................3
5. What do we know about social media in tourism? A review......................................................3
Chapter II. Agricultural Products.............................................................................................4
1. Applications of nanomaterials in agricultural production and crop protection: A review.........................4
2. Farm production diversity is associated with greater household dietary diversity in Malawi: Findings
from nationally representative data.....................................................................................................................4
3. N2O Release from Agro-biofuel Production Negates Global Warming Reduction by Replacing Fossil
Fuels 4
4. Bioethanol production from agricultural wastes: An overview..................................................................4
5. Hydrogen production from agricultural waste by dark fermentation: A review........................................5

Chapter III. Marketing Strategies of Agricultural Products.......................................................6

Chapter IV. Marketing Strategies of Agricultural Products in Yogyakarta................................8
Refenrence............................................................................................................................10

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Chapter I. Introduction of Marketing Strategies

1. Green marketing strategies: an examination of stakeholders and the opportunities

they present
As green marketing strategies become increasingly more
important to firms adhering to a triple-bottom line performance
evaluation, the present research seeks to better understand the role of
“green” as a marketing strategy. Through an integration of the
marketing, management, and operations literatures, an investigative
framework is generated that identifies the various stakeholders
potentially impacted through the environmentally friendly efforts of a
firm. 

2. To Be or Not to Be in Social Media Arena as the Most Cost-Efficient Marketing

Strategy after the Global Recession
The economic recession affects the firms’ marketing strategies as
well as consumers’ perceptions and behaviours. During and after
recession, marketing function plays a vital role to survive or stay
profitable and consumer-responsive. Recently, one of the most
distinctive ways the firm lowers its costs is by turning to social media
marketing.

3. Strategic marketing and marketing strategy: domain, definition, fundamental issues

and foundational premises
This paper proposes a domain statement for strategic marketing
as a field of study and delineates certain issues fundamental to the field.
It also proposes a definition for marketing strategy, the focal
organizational strategy construct of the field, and enumerates a number
of foundational premises of marketing strategy.

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4. Marketing Theory Applicability in Higher Education
Challenges arise in educational environment under the impact of
social needs development and labor market transformations. The
purpose of the present study is to prove the applicability of marketing
theory in universities, as a viable solution to improve system efficiency
and effectiveness. Marketing role is analyzed from both social and
services perspectives in order to explain its utility to universities,
individuals and community as a whole.

5. What do we know about social media in tourism? A review

The growing role of social media in tourism has been increasingly
an emerging research topic. Social media plays a significant role in
many aspects of tourism, especially in information search and decision-
making behaviours, tourism promotion and in focusing on best practices
for interacting with consumers. Leveraging off social media to market
tourism products has proven to be an excellent strategy.

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Chapter II. Agricultural Products

6. Applications of nanomaterials in agricultural production and crop protection: A

review
Recent manufacturing advancements have led to the fabrication of nanomaterials
of different sizes and shapes. These advancements are the base for further engineering to
create unique properties targeted toward specific applications. Historically, various fields
such as medicine, environmental science, and food processing have employed the
successful and safe use of nanomaterials.

7. Farm production diversity is associated with greater household dietary diversity in

Malawi: Findings from nationally representative data
Farm production diversity has the potential to influence the diversity of household
diets, an important nutrition outcome associated with the nutrient adequacy of diets and
the nutritional status of individuals. Yet, little empirical research has assessed the
relationship between farm diversity and diet diversity or the plausible causal mechanisms
that may operate between these two constructs. 

8. N2O Release from Agro-biofuel Production Negates Global Warming Reduction by

Replacing Fossil Fuels
The relationship, on a global basis, between the amount of N fixed by chemical,
biological or atmospheric processes entering the terrestrial biosphere, and the total
emission of nitrous oxide (N2O), has been re-examined, using known global atmospheric
removal rates and concentration growth of N2O as a proxy for overall emissions. For both
the pre-industrial period and in recent times, after taking into account the large-scale
changes in synthetic N fertiliser production, we find an overall conversion factor of 3–
5 % from newly fixed N to N2O–N. We assume the same factor to be valid for biofuel
production systems.

9. Bioethanol production from agricultural wastes: An overview

IV
 Due to rapid growth in population and industrialization, worldwide ethanol
demand is increasing continuously. Conventional crops such as corn and sugarcane are
unable to meet the global demand of bioethanol production due to their primary value of
food and feed. Therefore, lignocellulosic substances such as agricultural wastes are
attractive feedstocks for bioethanol production. Agricultural wastes are cost effective,
renewable and abundant.

10. Hydrogen production from agricultural waste by dark fermentation: A review

The degradation of the natural environment and the energy crisis are two vital
issues for sustainable development worldwide. Hydrogen is considered as one of the most
promising candidates as a substitute for fossil fuels. In this context, biological processes
are considered as the most environmentally friendly alternatives for satisfying future
hydrogen demands.

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Chapter III. Marketing Strategies of Agricultural Products

11. Bringing cultured meat to market: Technical, socio-political, and regulatory

challenges in cellular agriculture
Cultured meat forms part of the emerging field of cellular agriculture.
Still an early stage field it seeks to deliver products traditionally made through
livestock rearing in novel forms that require no, or significantly reduced,
animal involvement. Key examples include cultured meat, milk, egg white and
leather. Here, we focus upon cultured meat and its technical, socio-political and
regulatory challenges and opportunities.

12. Agricultural Nanotechnologies: What are the current possibilities?

Nanotechnology is recognised by the European Commission as one of its
six “Key Enabling Technologies” that contribute to sustainable competitiveness
and growth in several industrial sectors. The current challenges of
sustainability, food security and climate change are engaging researchers in
exploring the field of nanotechnology as new source of key improvements for
the agricultural sector. However, concrete contributions are still uncertain. 

13. The yield gap of global grain production: A spatial analysis

Global grain production has increased dramatically during the past
50 years, mainly as a consequence of intensified land management and
introduction of new technologies. For the future, a strong increase in grain
demand is expected, which may be fulfilled by further agricultural
intensification rather than expansion of agricultural area. Little is known,
however, about the global potential for intensification and its constraints.

14. Production systems – An example from Brazil

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 Important information about the Brazilian agribusiness, population and
economy are presented in this paper, as well as details of beef production,
market, industry and production system, to inform people involved in meat
industry about details on demography, production, economy and production
systems of a country that is the largest player in beef exports in the world and
that uses, mostly, Bos indicusbased bovine population, reared under pasture
conditions, for meat production purposes. 

15. Urban agriculture in the developing world: a review

The year 2007 marked a critical event in the world history. For the first
time, more than half of the world population now lives in cities. In many
developing countries, the urbanization process goes along with increasing
urban poverty and polluted environment, growing food insecurity and
malnutrition, especially for children, pregnant and lactating women; and
increasing unemployment.

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Chapter IV. Marketing Strategies of Agricultural Products in Yogyakarta

16. Productivity Improvement of Small Scale Medium Enterprises (SMEs) on Food

Products: Case at Yogyakarta Province, Indonesia
Small and Medium Enterprises have a central role for national economic.
Unfortunately, it still has a domain of low productivity, as well as for SMEs on food
products. This study is aimed to identify the factors that influence performance in
correspond to increase the productivity of SME on food products. The analysis is based
on a fuzzy DEMATEL and ANP as a hybrid MCDM. 

17. Halal Food Marketing: A Case Study on Consumer Behavior of Chicken-based

Processed Food Consumption in Central Part of Java, Indonesia
Global awareness of halal product is rising. Indonesia is a huge market for halal
product, and has just legalized regulation on halal product guarantee. The recent
dynamics urge the importance of knowledge of consumer's behavior on halal product.
This study attempted to describe consumer's behavior, especially on the consumption of
chicken-based food that is very popular in Indonesia. The case study was done in
Yogyakarta and its surrounding.

18. Logistics Information System for Supply Chain of Agricultural Commodity

The use of agricultural logistics information system in the context of supply chain
management can be a strategy to ensure the success of an optimal distribution of
agricultural commodities. The surveys conducted in 6 traditional markets in Yogyakarta
show that service indicator is indispensable in the process of distribution.

19. Limited survey of deoxynivalenol occurrence in maize kernels and maize-products

collected from Indonesian retail market
Fifty samples consisted of 24 maize kernels and 26 maize based-food products
from retail market in Yogyakarta, Indonesia were analysed for deoxynivalenol (DON)
using high performance liquid chromatography (HPLC) combined with ultraviolet
detection after immunoaffinity column (IAC) clean-up process. Prior to use, performance

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 of the analytical method was evaluated in term of recovery, repeatability, and detection
limit.

20. Does social capital matter in climate change adaptation? A lesson from agricultural
sector in Yogyakarta, Indonesia
Climate change increases the vulnerability of agricultural sector due to the
increasing threat from pest attacks. Mitigation of a threat that results from climate change
requires adaptation strategies. This study investigates farmers’ willingness to participate
in the process of climate change adaptation in Yogyakarta, Indonesia; par- ticularly in
facing the increasing risk of pest attacks. Using a logistic regression model, we tested the
impacts of social capital on farmers’ willingness to participate.

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Refenrence
Varadarajan, R. (2010). Strategic marketing and marketing strategy: Domain, definition,
fundamental issues and foundational premises. Journal of the Academy of Marketing Science,
38(2), 119–140. https://doi.org/10.1007/s11747-009-0176-7

Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. In
Tourism Management Perspectives (Vol. 10, pp. 27–36).
https://doi.org/10.1016/j.tmp.2014.01.001

Khot, L. R., Sankaran, S., Maja, J. M., Ehsani, R., & Schuster, E. W. (2012). Applications of
nanomaterials in agricultural production and crop protection: A review. In Crop Protection (Vol.
35, pp. 64–70). https://doi.org/10.1016/j.cropro.2012.01.007

Jones, A. D., Shrinivas, A., & Bezner-Kerr, R. (2014). Farm production diversity is associated
with greater household dietary diversity in Malawi: Findings from nationally representative data.
Food Policy, 46, 1–12. https://doi.org/10.1016/j.foodpol.2014.02.001

Guo, X. M., Trably, E., Latrille, E., Carrre, H., & Steyer, J. P. (2010). Hydrogen production from
agricultural waste by dark fermentation: A review. International Journal of Hydrogen Energy,
35(19), 10660–10673. https://doi.org/10.1016/j.ijhydene.2010.03.008

Crutzen, P. J., Mosier, A. R., Smith, K. A., & Winiwarter, W. (2016). N2O Release from Agro-
biofuel Production Negates Global Warming Reduction by Replacing Fossil Fuels (pp. 227–
238). https://doi.org/10.1007/978-3-319-27460-7_12

Cronin, J. J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing
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Saptutyningsih, E., Diswandi, D., & Jaung, W. (2020). Does social capital matter in climate
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Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-related User-generated
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Inwood, S. M., & Sharp, J. S. (2012). Farm persistence and adaptation at the rural-urban
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