1994•Medical Entomology and ZoologyRequires access
Introduction To Agribusiness Marketing
George Seperich, James G. Beierlein, Michael W. Woolverton
Open publisher page 11 citations
Abstract
INTRODUCTION TO AGRIBUSINESS MARKETING MANAGEMENT 1. The Agribusiness System. 2. The Role of Marketing in the Agribusiness System. 3. Evaluating the Performance of the Marketing System. 4. The Role of Marketing in the Agribusiness Firm. II. UNDERSTANDING THE MARKETING ENVIRONMENT. 5. Understanding Consumer Demand. 6. Understanding Agricultural Supply. 7. Matching Supply and Demand in Agricultural Markets. III. THE AGRICULTURAL MARKETING SYSTEM. 8. The Agricultural Input Industries. 9. Production Agriculture. 10. The Commodity Processing and Food Manufacturing Industries. 11. The Food Wholesaling and Retailing Industries. 12. The Food Service Industry. 13. Cooperative Agribusiness. IV. AGRIBUSINESS MARKETING MANAGEMENT. 14. Developing the Marketing Plan. 15. Analyzing the Market. 16. Managing the Marketing Mix-The Product. 17. Managing the Marketing Mix-The Price. 18. Managing the Marketing Mix-The Place. 19. Managing the Marketing Mix-The Promotion. 20 Personal Selling and Merchandising. 21. Managing the Market Risk. V. ORGANIZING AND MEASURING THE MARKET FUNCTION. 22. Organizing and Measuring the Market Function. 23. The Future of Agribusiness Marketing. Glossary. Index.