The evolution of agricultural marketing theory: towards better coordination with general marketing theory.

Abstract

The thesis of this paper is that in agricultural marketing theory the basic approach to marketing problems should be the 'marketing management' approach. In order to substantiate this thesis, the developments in agricultural marketing and general marketing theory are concisely reviewed. The elaboration of marketing management in agricultural marketing is discussed in relation to the properties of the marketing environment and to the marketing capacities of an agricultural marketing system. (Abstract retrieved from CAB Abstracts by CABI’s permission)