Features:

• Emphasizes the principle forces of change in the food industry
• Provides historical perspective of the food market's development
• Commodity chapters
• 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
• An easy writing style, with a minimum of technical jargon

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.

New to this Edition:

• Completely updated content, tables, figures, and references—Uses 1997 Census of Agriculture and Business, Trade data, and U.S. Department of Agriculture studies
• New mini-cases dramatizing food marketing situations and problems
• New educational objectives/expected outcomes and quotations at the beginning of each chapter, and questions for discussion at the end of chapters
• Added information on career opportunities in food marketing
• Increased treatment of food value-adding and marketing management—Including advertising, new product development, sales promotion, pricing, and logistics
• Discussion of contemporary issues in food marketing—Including biotechnology, organic foods, food safety, etc.

Contents

1. The Framework of the Marketing Problem
   1. Introduction to Food Marketing
   2. Analyzing Agricultural and Food Markets
   3. Agricultural Production and Marketing

2. Food Markets and Institution
   4. Food Consumption and Marketing
   5. Food Processing and Manufacturing
   6. Food Wholesaling and Retailing
   7. The International Food Market

3. Prices and Marketing Costs
   8. Price Analysis and the Exchange Function
   9. Competition in Food Markets
   10. Farm and Food Prices
   11. Food Marketing Costs

4. Functional and Organizational Issues
   12. The Changing Organization of Food Markets
   13. Cooperatives in the Food Industry
   14. Market Development and Demand Expansion
   15. Market and Bargaining Power
   16. Market Information
   17. Standardization and Grading
   18. Transportation
   19. Storage
   20. Risk Management and the Futures Market

5. The Government and Food Marketing
   21. Government, Price, Income and Marketing Programs
   22. Food Marketing Regulations

6. Commodity Marketing
   23. Livestock and Meat Marketing
   24. Milk and Dairy Product Marketing
   25. Poultry and Egg Marketing
   26. Grain Marketing
   27. Cotton and Textile Marketing
   28. Tobacco and Tobacco Product Marketing
   29. Fruit and Vegetable Marketing

Glossary
Index

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