Description
Book SynopsisThe 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 Centre 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.
Table of Contents1: Introduction 2: The global context of agro-food marketing, D I Padberg, Department of Agricultural Economics, Texas A&M University, USA 3: Food marketing and agricultural marketing: the scope of the subject of agro-food marketing, C Ritson, Department of Agricultural Economics and Food Marketing, University of Newcastle upon Tyne, UK 4: Agricultural commodity analysis 5: Supply and demand of agricultural products, T Young and M Burton, School of Economic Studies, The University of Manchester, Manchester, UK 6: Agricultural price analysis, H Carman, Department of Agricultural Economics, University of California, Davis, California, USA 7: International trade in agricultural products, H Ahrens, Landwirtschaftliche Fakultät, Martin-Luther-Universität, Halle- Wittenberg, Halle (Saale), Germany 8: Commodity market modelling, Ph. Garcia and R M Leuthold, Department of Agricultural and Consumer Economics, University of Illinois at Urbana-Champaign, USA 9: Agricultural market organization and performance 10: Market structure and institutions, P L Farris, Department of Agricultural Economics, Purdue University, Indiana, USA 11: Marketing margins in food products, J Briz and I de Felipe, Unidad de Comercialización y Divulgación Agraria, Departamento de Economía y Ciencias Sociales Agrarias, ETS Ingenieros Agrónomos, Universidad Politécnica de Madrid, Spain 12: Marketing information and support systems, G Schiefer, Department of Agricultural Economics, University of Bonn, Germany 13: Researching the food consumer 14: Consumer behaviour, R von Alvensleben, Lehrstuhl für Agrarmarketing, Institut für Agrarökonomie, Universität Kiel, Germany 15: Marketing research, L Gofton, Department of Agricultural Economics and Food Marketing, University of Newcastle upon Tyne, UK 16: Multivariate analysis in marketing research, M Ness, Department of Agricultural Economics and Food Marketing, University of Newcastle upon Tyne, UK 17: Food product marketing decisions 18: Product policy, M Altmann, Leudelange, Luxembourg 19: Pricing policy, G G Panigyrakis, Department of Business Administration, The Athens University of Economics and Business, Athens, Greece 20: Advertising and promotions, R W Ward, Food and Resource Economics Department, Institute of Food and Agricultural Sciences, University of Florida, Gainesville, Florida, USA 21: Distribution, M T G Meulenberg, Department of Marketing and Marketing Research, Wageningen Agricultural University, Wageningen, The Netherlands 22: Marketing strategy and control 23: Control of marketing programme, O Maurer, Department of Agricultural Economics, University of Kiel, Germany 24: International marketing in the midst of competition and partnership, L M Albisu, Unidad de Economía y Sociología Agrarias, Servicio de Investigación Agraria (SIA-DGA), Zaragoza, Spain 25: Strategic marketing cases, D I Padberg, Department of Agricultural Economics, Texas A&M University, Texas, USA
