The purpose of this book is to integrate aspects of food product marketing with traditional agricultural marketing. This novel approach fills a gap in the current literature and reflects a growing trend to teach these subjects in an integrated way. The authors are leading authorities from the USA and Europe and the book has been developed from a very successful series of courses run for several years by the International Centre for Advanced Mediterranean Agronomic Studies (CIHEAM) in Zaragoza, Spain. These courses have been attended by postgraduates from a wide range of countries, so the book is likely to have worldwide appeal.

The purpose of this book is to integrate aspects of food product marketing with traditional agricultural marketing. This novel approach fills a gap in the current literature and reflects a growing trend to teach these subjects in an integrated way. The authors are leading authorities from the USA and Europe and the book has been developed from a very successful series of courses run for several years by the International Centre for Advanced Mediterranean Agronomic Studies (CIHEAM) in Zaragoza, Spain. These courses have been attended by postgraduates from a wide range of countries, so the book is likely to have worldwide appeal.

The purpose of this book is to integrate aspects of food product marketing with traditional agricultural marketing. This novel approach fills a gap in the current literature and reflects a growing trend to teach these subjects in an integrated way. The authors are leading authorities from the USA and Europe and the book has been developed from a very successful series of courses run for several years by the International Centre for Advanced Mediterranean Agronomic Studies (CIHEAM) in Zaragoza, Spain. These courses have been attended by postgraduates from a wide range of countries, so the book is likely to have worldwide appeal.