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Relationships, Networks and Interactions in Food and agriculture Business-to-Business Marketing and Purchasing (eBook, PDF)

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The study of relationships, networks, and interactions in food and agriculture business-to-business marketing and purchasing is an important endeavor. From having been concerned with getting the 'marketing mix' right, the food and agriculture setting has experienced significant changes over the past decades. Traditionally, marketing focused on attracting new customers in a broad market, or a specific segment, against a background of unfulfilled demand, thereby satisfying growing demand by using marketing techniques, portfolio analysis, and production means. This approach to marketing is, there...

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