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Books > Business & Economics > Economics > International economics > International trade
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The Trans-Oceanic Marketing Channel - A New Tool for Understanding Tropical Africa's Export Agriculture (Hardcover)
Loot Price: R4,489
Discovery Miles 44 890
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The Trans-Oceanic Marketing Channel - A New Tool for Understanding Tropical Africa's Export Agriculture (Hardcover)
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If you feel you have a disjointed, or unbalanced, view of the
global system of demand and supply, you are probably correct. Most
studies leave out a very important part of the system--the
marketing channel. That is why Laurens van der Laan developed and
wrote this book, The Trans-Oceanic Marketing Channel. To help you
understand what happens to export crops, such as cocoa, coffee,
cotton, groundnuts, tea, and tobacco, between their country of
origin and consumer markets, this book analyzes the roles of
different actors in trans-oceanic trade, inherent differences
between world markets, export diversification policies, and the
commercial and institutional forces at play.The Trans-Oceanic
Marketing Channel will give you a strong background in marketing
channel concepts, and because of its focus on the exporter rather
than on the government, it will provide you with an excellent model
for microanalysis. As you read about the special features of
trans-oceanic trade, you will also learn about: trade associations
and their role in shaping world markets for trans-oceanic crops the
uneasy relationship between exporters and shipping companies the
selling conduct of agricultural exporters in Africa the tendency of
actors in Africa to accelerate the trans-oceanic product flow the
effectiveness of export marketing boards as channel leaders private
enterprise, the chief agent of development the theory of "exporter
preference"The Trans-Oceanic Marketing Channel invites
policymakers, international businessmen, professors, and students
to examine the opportunities, problems, and policies that confront
the various players in trans-oceanic trade, especially the
exporters. As the book discusses the divergent institutional
arrangements in the world markets for agricultural products and
their differential effect on African exports, you will become
keenly aware of how vertical marketing systems differ from
conventional marketing channels. No other book brings together the
three fundamental sections of export agriculture, the country of
production, the channel through which the products flow, and the
country of destination, to provide you with a complete
understanding of trans-oceanic marketing.
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