ABSTRACT
Ask people what they think of when the term “marketing” is mentioned and most will answer “advertising” or “selling.” While advertising and selling may be two of the most visible marketing activities, marketing in food and agribusiness firms involves far more than these two marketing communications tactics. In reality, marketing includes a broad spectrum of decisions and activities that center on effectively reaching your customers, prospects, and public, and providing them with products or services that meet their needs and wants. The full marketing process involves identifying customer needs, developing products and services to meet those needs, establishing promotional programs and pricing policies, and designing a system for distributing products and services to customers. Marketing management is concerned with managing this total process.
