This groundbreaking volume presents a comprehensive view of the
many concerns of those involved with livestock and meat marketing.
During the 1980s, livestock production faced some critical changes.
Product and feed prices became less stable, cycles lost their
century-old patterns, both competition and trade barriers seemed to
rise, and market outlets shrank in number and ownership diversity.
At the same time, the United States demography became increasingly
older, while new and confusing health concerns about red meat arose
rapidly. This practical book introduces the reader to a range of
issues of the livestock marketing system and looks ahead to such
future issues as biotechnology, human health, and food safety.
Considerable interest is given to international trade, an
increasingly important sector in the market.Marketing Livestock and
Meat is a concise and convenient compendium of diverse information.
It provides functionaries in the system with an overall concept of
how the market functions as a whole to promote better skills and
strategies for marketing of red meats. The author describes
specific applications vital to successful operation of the complex
and far-reaching marketing system of meat and livestock, including
international trade, grades and grading, health matters, demand for
meat, price reporting and electronic markets, costs and benefits,
and their combination into marketing strategies for producers. To
supplement the research, theories, and strategies presented in this
important book, there are many charts, graphs, and photographs. All
persons connected to the marketing of meat and
livestock--undergraduate students in North America, foreign
students interested in exporting meat to the U. S., and most
segments of the livestock sector, including supply and processing
firms and retailers--will benefit from this important book.
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