A new edition of a popular text, updated to reflect recent changes in the international markets, the changes wrought by the deregulation of transporation in the U.S., and the newly allowed trading of agricultural options on the commodity exchanges. At the macro level, this book provides a comprehensive description of the competitive marketing environments faced by farmers, assemblers, processors, wholesalers, food retailers, and food service firms. At the micro level, this Third Edition maintains the business marketing approach to marketing firm problems that was so innovative in the first edition. Chapter order and general subject matter are still similar to the well-received second edition, where chapters are organized under the headings of Marketing, Market Competition, and Consumer Markets; The Marketing System; and Public Policy Issues in Marketing-Procurement.

Product Description: Book by Rhodes, V. James