Abstract
The paper deals with the analysis of marketing in the Spanish agrofood sector. The methodology follows the industrial organization paradigm: structure, conduct and performance. It gives a first analysis of market environment, monetary fiscal policies, and consumer's demand. Market structure shows a dominance of minifundia at farmer and retail level. A concentration process is going on at wholesale and industrial level. Conduct and performance of agrofood marketing are being studied, with special attention to competitiveness and rice evolution. Finally some observations are made on marketing characteristics in some of the traditional food sectors.
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