Agribusiness Marketing

Agribusiness Marketing : The Management Perspective

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Description

A functional systems approach to agribusiness marketing, which stresses the co-ordination of nine interrelated marketing functions to maximize profits. The book provides a broad overview of marketing knowledge and skills, emphasizing a microeconomic perspective. It examines the impact of technology-induced changes on production practices and provides extensive coverage of food/fibre system operation, marketing performance and marketing management in an agribusiness firm.show more

Product details

  • Hardback | 800 pages
  • 177.8 x 231.14 x 22.86mm | 771.1g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • English
  • 0130194808
  • 9780130194800

Table of contents

Introduction to agribusiness marketing; the agribusiness system; marketing's role in the agribusiness system; evaluating the performance of the marketing system; marketing's role in the agribusiness firm; understanding the marketing environment; understanding consumer demand; understanding agricultural supply; matching supply and demand in agricultural markets; the agricultural marketing system; the agricultural input industries; production agriculture; the commodity processing and food manufacturing industries; the food wholesaling and retailing industries; the food service industry co-operative agribusiness; agribusiness marketing management; developing the marketing plan; analyzing the market; managing the marketing mix - the product, the price, the place, the promotion; personal selling and merchandising; managing the market risk; organizing and evaluating the marketing function; the future of agribusiness marketing.show more