Books in the Food and Agricultural Marketing series

Marketing orientation is both the key objective of most food producers and their biggest challenge. This collection of original research explores the challenges and opportunities associated with market orientation along the food supply chain; from the animal feed industry to meat retailing and from organic foods to old world wines.

Food and agribusiness is one of the fastest changing global markets. This title offers perspectives on many key aspects of these changes including the role of business, policy-makers, and the media in communicating with and engaging stakeholders about.