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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Agricultural Marketing and Consumer Behavior in a Changing World (Hardcover, 1997 ed.)
Loot Price: R4,743
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Agricultural Marketing and Consumer Behavior in a Changing World (Hardcover, 1997 ed.)
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As in many other sectors, in agribusiness major changes are taking
place. On the demand side, consumers are changing lifestyles,
eating and shopping habits, and increasingly are demanding more
accommodation of these needs in the supermarket. With regard to the
supply: the traditional distribution channel dominators -
manufacturers of branded consumer products - are trying hard to
defend their positions against retailers, who gather and use
information about the consumer to streamline their enterprises and
strengthen their ties with the consumer. The agricultural
producers, meanwhile, face increased regulations with regard to
food additives, pesticides, and herbicides. Pressures rise as their
business becomes more specialized and capital-intensive than that
of their predecessors. Finally, the larger political climate is not
so favorable to agriculture, which now has to compete in the global
market without significant government support. This title describes
and interprets changes in the domain of agriculture and food. The
contributors develop the theme of taking an interdisciplinary
approach to coping with these changes, using concepts and methods
developed in general marketing, which are adapted so as to apply to
the particular characteristics of the food and agriculture sector.
This book is published to honor the distinguished career of
Professor Mathew T.G. Meulenberg from Wageningen Agricultural
University, on the occasion of his retirement in September 1996. As
a scientist, teacher, and advisor to the agribusiness and the
government, Professor Meulenberg has made an important contribution
to the development of marketing, inside and outside the domain of
agriculture.
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