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This book, now in its ninth edition, provides a readable, comprehensive, and balanced treatment of food marketing systems. Geared towards readers with little or no experience in marketing or economics, the text strikes a balanced treatment between the facts, principles, and values involved in food marketing. It assists students in understanding the structure and workings of the food marketing system, how this system affects farmers, consumers, and middlemen, and how this dynamic market system has responded to technological, social, economic, and political forces over time. While the focus of the book remains on the economics of the food system, there are liberal references to the social, political, and historical aspects of food marketing as well.
The book also blends the descriptive, analytical, and normative approaches to understanding the food marketing systems. It enables students to evaluate the performance of these systems, as well as gain an appreciation for marketing and its contribution to economic development.ISBN : 9788120322202
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Pages : 560
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