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Marketing, Agriculture And Economics: Presidential Address

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  • Christopher Ritson

Abstract

This article is concerned with the subject of agricultural marketing and how it has developed down a different, and longer, path than modem business marketing. It is argued that the applied economics character of agricultural marketing can be elucidated by viewing the controllable variables of the marketing mix in the context of economic theory; and that the traditional subject matter of agricultural marketing can be placed in a modern business marketing framework, It is suggested that the increasing propensity to view agricultural marketing as applications of modern marketing principles to agricultural and food businesses is a consequence of the evolution in patterns of demand for food products; and that a degree of convergence between marketing and agricultural marketing is partly associated with marketing ‘maturing’ as a subject, embracing issues and approaches long familiar to agricultural marketing.

Suggested Citation

  • Christopher Ritson, 1997. "Marketing, Agriculture And Economics: Presidential Address," Journal of Agricultural Economics, Wiley Blackwell, vol. 48(1‐3), pages 279-299, January.
    • Handle: RePEc:bla:jageco:v:48:y:1997:i:1-3:p:279-299
    DOI: 10.1111/j.1477-9552.1997.tb01155.x
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    References listed on IDEAS

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    1. Ritson, Christopher, 1986. "MARKETING AND AGRICULTURE An Essay on the Scope of the Subject Matter of Agricultural Marketing," Department of Agricultural Economics Archive 272925, University of Newcastle upon Tyne.
    2. David Colman, 1994. "Ethics And Externalities: Agricultural Stewardship And Other Behaviour: Presidential Address," Journal of Agricultural Economics, Wiley Blackwell, vol. 45(3), pages 299-311, September.
    3. Fraser McLeay & Sandra Martin & Tony Zwart, 1996. "Farm business marketing behavior and strategic groups in agriculture," Agribusiness, John Wiley & Sons, Ltd., vol. 12(4), pages 339-351.
    4. Breimyer, Harold F., 1973. "The Economics of Agricultural Marketing: A Survey," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 41(04), pages 1-51, December.
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    Cited by:

    1. Sophie Michel & Florent Saucede & Catherine Pardo & Hervé Fenneteau, 2019. "Business interaction and institutional work: When intermediaries make efforts to change their position," Post-Print hal-02624331, HAL.
    2. L. Tsourgiannis & M. Warren & A. Karasavvoglou & J. Eddison, 2012. "Marketing Strategies for the Primary Sector: An Empirical Study," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 147-178.
    3. Dmitry A. Ruban & Natalia N. Yashalova, 2022. "Corporate Web Positioning as a Strategic Communication Tool in Agriculture," Agriculture, MDPI, vol. 12(8), pages 1-16, July.

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