This textbook, Marketing Research And Information Systems, was prepared by staff of the Network and Centre for Agricultural Marketing Training in Eastern and Southern Africa. The Centre had the objective of strengthening agricultural marketing training in Eastern and Southern Africa. It was funded by the Government of Japan and executed by the Food and Agriculture Organization of the United Nations. Based in Zimbabwe, but also serving Kenya, Malawi, Tanzania and Zambia, the Project was able to draw upon the collective experience of eminent academics, government policy makers, experienced managers in agricultural marketing parastatals and pragmatic entrepreneurs from the private sector of agribusiness. The Project extended over a five year period, from May 1990 to August 1995, and during that time amassed a wealth of information on marketing practices within the food and agricultural sectors in the Sub-Saharan Region. In the first instance, this information was published, by the Project, as a series of proceedings from workshops and teaching manuals written by regional and international experts in the twin fields of food and agricultural marketing. It was decided that a distillation of original Project publications, supplemented by cases, illustrations and examples relevant to countries and other regions around the world, would contribute towards an understanding of the importance of marketing to agribusinesses worldwide.
Agribusiness development, Agricultural marketing, Marketing training