Description
Pearson Marketing Of Agricultural Products 9Th Edition by Richard L Kohls and Joseph N Uhl
For beginning-level food marketing courses in departments of agricultural economics.Marketing of Agricultural Products has provided instructors a comprehensive and balanced treatment of food marketing systems since its introduction in 1955. It blends marketing and economic theory with real world analytical tools in order to assist students in better understanding the food system and making profitable marketing decisions.
Salient Features
NEW - Completely updated content, tables, figures, and references—Uses 1997 Census of Agriculture and Business, Trade data, and U.S. Department of Agriculture studies.
Gives students the most up-to-date information on the changing structure of the food industry.
NEW - New mini-cases dramatizing food marketing situations and problems.
Assists students in understanding and appreciating the real world of food marketing problem solving and applying text materials to real life situations.
NEW - New educational objectives/expected outcomes and quotations at the beginning of each chapter, and questions for discussion at the end of chapters.
Provides students with a preview of the most important chapter material and a post-test for checking their understanding.
NEW - Added information on career opportunities in food marketing.
Helps students explore their career interests and encourages them to explore career opportunities in food marketing.
NEW - Increased treatment of food value-adding and marketing management—Including advertising, new product development, sales promotion, pricing, and logistics.
Indicates to students how firm-level marketing is practiced, and shows students the linkages between macro, system-wide marketing and the micro decisions of individual firms so that they will become better managers.
NEW - Discussion of contemporary issues in food marketing—Including biotechnology, organic foods, food safety, etc.
Gives the student a useful framework and tools for better understanding how these new trends and developments affect food marketing.
The principle forces of change in the food industry (industrialization, competitive strategy, laws and regulations, etc.) emphasized.
Prepares students to make firm-level management and public policy decisions about these trends and change drivers.
Historical perspective of the food market's development provided.
Helps students appreciate the lessons of food marketing history and not repeat errors.
Commodity chapters.
Offers students an in-depth study of the specialized marketing processes and problems of individual products.
Special attention is paid to the growing role of the Internet in the food industry—Includes citations of key food marketing and e-commerce websites and new government web pages.
Assists students and instructors in learning about and accessing on-line the most recent food marketing studies, data sources and websites.
Easy writing style, with a minimum of technical jargon.
Provides students with easily understandable key ideas.