Agro-Food Marketing
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ISBN-13:
9780851991443
Veröffentl:
1997
Erscheinungsdatum:
22.05.1997
Seiten:
512
Autor:
D I Padberg
Gewicht:
930 g
Format:
239x170x30 mm
Sprache:
Englisch
Beschreibung:
The purpose of this book is to integrate aspects of food product marketing with traditional agricultural marketing. This novel approach fills a gap in the current literature and reflects a growing trend to teach these subjects in an integrated way. The authors are leading authorities from the USA and Europe and the book has been developed from a very successful series of courses run for several years by the International Center for Advanced Mediterranean Agronomic Studies (CIHEAM) in Zaragoza, Spain. These courses have been attended by postgraduates from a wide range of countries, so the book is likely to have worldwide appeal.
Introduction: the global context of food and agricultural marketing; food marketing and agricultural marketing: the scope of the subject. Agricultural commodity analysis: supply and demand of agricultural products; agricultural price analysis; international trade in agricultural commodities; commodity market modelling. Agricultural market organization and performance: market structure and institutions; marketing margins in food products; marketing information and support systems. Researching the food consumer: consumer behaviour; food marketing research; sampling and survey techniques; multivariate analysis in marketing research data. Food product marketing decisions: product policy; pricing policy; advertising and promotions; distribution. Marketing strategy: control of marketing programme; international partnering in marketing; strategic marketing cases.
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