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This book, Global agricultural marketing management, was prepared by the project Network and Centre for Agricultural Marketing Training in Eastern and Southern Africa. The project, funded by the Government of Japan and executed by the Food and Agriculture Organization of the United Nations, was based in Zimbabwe and ran for five years from May 1990. Its overall objective was to strengthen agricultural marketing training in eastern and southern Africa.

Approach and objectives

This book, is one of a series of texts prepared by the Network and Centre. It is written in a style intended to provide both the theory concepts and practice of global agricultural marketing management, with emphasis on the latter. In particular, it provides:

· the theoretical framework for global agricultural marketing management including definitions of marketing, enumerated analysis, marketing planning, the marketing mix and marketing evaluation and control.

· numerous case studies and examples drawn from Eastern and Southern Africa (reflecting the project bias), but not exclusively so.

· details of the many practical procedures and transactions included in global marketing.

The text is primarily designed as a teaching aid for marketing or agribusiness lecturers or trainers and is suitable for post graduate students studying agricultural marketing, agricultural economics, agribusiness, management or business studies; undergraduates studying for the same and students studying for professional qualifications like the Chartered Institute of Marketing diploma. It can also be used as material for short courses, as a refresher or basic text for post graduates, for in service training of managers and as a self learning aid.

The learning process

The learning process is assisted within the text through the provision of a number of learning aids. These are:

· Chapter objectives; Each chapter has specific objectives which prepare the learner for the chapter material and outline the learning outcomes.

· Figures and tables; Each chapter is illustrated with relevant figures and tables which illustrate, encapsulate or summarize the text.

· Examples; Each chapter contains examples which serve to illustrate the text and reinforce understanding of the principles.

· Exercises; Each chapter contains both worked and unworked exercises intended to ensure the learner's understanding of both the concepts and the use of practical techniques involved in global marketing.

· Key terms; Key terms are included at the end of each chapter and are intended to act as an aide-memoire.

· Index; A subject index is included at the end of the text to assist with quick reference.

Additional texts

The text is complemented by an additional set of learning and teaching aids as follows:

· Global Agricultural Marketing Management - Tutors Manual
This text contains all the exercises referred to in the text together with their solutions.

· Transparency Masters
The Transparency Masters contain a series of overhead transparency masters which include all the subject matter, examples, and their solution in summarised or full format. These can be photocopied and used as additional student notes.

Authors and acknowledgements

Steve Carter was FAO project director, previous to which he taught marketing at universities in the United Kingdom, India and Africa and consulted in many developing countries around the world.

The author, in particular, acknowledges the contribution of those who were directly involved in the production of the texts either in providing subject matter, print production, comments or suggestions. He is indebted to the following colleagues and organisations:

Tapera Baidon, Zimbabwe
Orlean Chimbewa, Zimbabwe
Ellen Simbi, Zimbabwe
Edward Seidler, FAO, Rome
World Bank, Washington, DC, USA
Denise C.B. Cheng, United Kingdom
International Trade Centre UNCTAD/GATT, Geneva, Switzerland

S. Carter

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