Agro-Food Marketing

About this book

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.

Contents

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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