Fehér István: Princibles of Agrimarketing (DRMZ)

Due to the increasing number of international students who are interested in the field of agricultural marketing, the authors of the book decided to publish a specialized book which focuses on connecting the theoretical background to the practical aspects of marketing. Our effort resulted in a book titled “Principles of Agrimarketing” that targets not only undergraduate students but professionals as well. This book is for everybody who are interested in selling and buying agricultural and food products in a successful way.

Contents
1.    Basic Elements of Marketing: “Application of the basic principles of marketing in agricultural sector"
2.    Marketing Environment Analysis. Importance of Strategy, Planning and Risk Analysis   
3.    Products and Services
4.    Pricing Decisions
5.    Place: Marketing Logistics, Distribution Channels, and Bargaining Power
6.    Marketing Role in Local Food Systems and Direct Sales Activities
7.    Promotion: Integrated Marketing Communication
8.    Marketing Research
9     Consumer Behavior
10   Food Safety and Food Quality
11   Market Regulation and Competition. Cooperatives, Vertical & Horizontal integration, and Contracts
12   Introduction to the Practice of Agri-Selling
Annex: Case Study: Hunting Marketing in Africa