Marketing of Agricultural Products

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9780132312752: Marketing of Agricultural Products

Appropriate for the introductory course in agricultural marketing taught out of business departments or agricultural departments.

  • “Marketing of Agricultural Products” has provided a readable comprehensive and balanced treatment of food marketing systems since its introduction in 1955. It covers all phases of food marketing, from farmers and farm supply industries to food distribution and consumer interests.
  • Emphasizing marketing as a productive, value-adding process, this book is written for students with little or no experience in economics. The text develops and applies analytical tools for decision-making and problem-solving, while integrating various approaches to food marketing systems. In this way, it enables students to evaluate the performance of these systems, as well as gain an appreciation for marketing and its contribution to economic developments.

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About the Author:

Richard Kohls, a pioneer in agricultural marketing, is Emeritus Professor of Agricultural Economics at Purdue University. Born in 1921 in Kentland, Indiana, he received his degrees in Agricultural Economics from the University of Missouri and Purdue. He wrote the first edition of this pathbreaking book in 1955, when interest in agricultural marketing was beginning to increase. After teaching agricultural marketing for several years and conducting research and extension programs in the area, he served as Dean of Agriculture at Purdue from 1968 to 1980. Professor Kohls was awarded the American Agricultural Economics Association Outstanding Teacher Award in 1966.

Joe Uhl has been a professor of food marketing at Purdue University since 1966. He was born in Lima, Ohio in 1939. He teaches agricultural and food marketing classes, including the class that uses this text. He also counsels students and does research in food marketing. He served on the staff of the National Commission of Food Marketing in 1966, and he has lectured widely in Eastern Europe. He began collaborating with R. L. Kohls on this book in 1980. Professor Uhl has won both student counseling and teaching awards, the most recent for Distinguished Undergraduate Teaching from the American Agricultural Economics Association in 1989.

From the Back Cover:

Now in its ninth edition, Marketing of Agricultural Products by Kohls and Uhl, is still the best in its field. Geared towards readers with little or no experience, this text strikes a balanced treatment between the facts, principles, and values involved in food marketing. It blends economic, marketing, and institutional approaches to provide the foundation needed by today's readers.

SOME OF THE NEW FEATURES OF THIS EDITION ARE:
  • New mini-cases dramatizing food marketing situations and problems.
    • Assist readers in understanding and appreciating the real world of food marketing problem solving.
  • New treatment of contemporary issues in food marketing, such as biotechnology, direct farmer marketing, and risk management.
    • Helps readers understand how these new trends and developments affect food marketing.
  • Special attention is given to the growing role of the Internet in the food industry.
    • Assists readers in learning about and accessing on-line, the most recent food marketing studies, data sources, and websites.

"About this title" may belong to another edition of this title.

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Kohls, Richard L.; Uhl, Joseph N.; Uhl, Joseph, N.
Published by Prentice Hall (1997)
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