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Specialists in various areas relating to marketing agricultural and food products provide an array of perspectives, but share the underlying notions that agriculture and food are undergoing fundamental changes such as deregulation, globalization, genetic engineering, consumer attitudes and life styles, the media, and distribution; that marketing agrifood should draw on the same principles used in other fields; and that an interdisciplinary approach is needed to understand what is going on in the field. The 15 papers, from a March 1996 seminar in Wageningen, the Netherlands, cover the competitive environment, the evolution of channels and institutions, and dynamics of consumer behavior. The natural environment is mentioned now and then. Annotation c. by Book News, Inc., Portland, Or.
作者簡介
Michel Wedel (1957) is Professor of Marketing Research at the Department of Economics, University of Groningen, The Netherlands.
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