ABSTRACT
SUMMARY. Agriculture in Belgium and the Netherlands has a strong export tradition and has been market oriented for a long time. In this article agricultural marketing in Belgium and the Netherlands is analyzed on the basis of the concepts structure, conduct and performance. In our review of market structure attention is paid to the structure of agriculture, the food consumer, food retailing, government policies, competition and marketing channels. Afterwards market conduct with respect to product, price, promotion and distribution is discussed. Finally some qualitative observations are made on marketing performance.
