Importance of marketing research in agricultural products
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This ninth edition discusses the structure and workings of the food marketing system, examines how this system affects farmers, consumers and middlemen, and illustrates how this dynamic market system has responded to technological, social, economic and political forces over time. The book consists of 29 chapters presented in six parts: the framework of the marketing problem; food markets and institutions; prices and marketing costs; functional and organizational issues; the government and food marketing; and commodity marketing. New material was added to update important market developments and events, particularly in the areas of vertical market coordination, risk management, farm policy, international trade and globalization, biotechnology, e-commerce and value-added marketing strategies. Mini-cases have also been added to illustrate the controversial nature of food marketing and food marketing public policy concerns. This book is written for students and managers.