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The purpose of this book is to integrate aspects of food product marketing with traditional agricultural marketing. The authors are leading authorities from USA and Europe and the book has been developed from a series of courses run for several years by the International Centre for Advanced Mediterranean Studies in Zaragoza, Spain. These courses have been attended by postgraduates from a wide range of countries, so the book should have worldwide appeal. It is aimed at senior undergraduates as well as postgraduates and professionals in agricultural and food economics and marketing.