Marketing of Agricultural Products (10th Edition)

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9780131196735: Marketing of Agricultural Products (10th Edition)

The tenth edition of Marketing of Agricultural Products contains completely updated content, tables, figures, and references including the 1997 Census of Agriculture and Business, as well as Trade data, and U.S. Department of Agriculture studies. It blends marketing and economic theory with real world analytical tools to assist readers in better understanding the food system and making profitable marketing decisions. This edition includes increased treatment of food value-adding and marketing management, including advertising, new product development, sales promotion, pricing, and logistics. For farmers, consumers, or those in food marketing.

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About the Author:

Richard Kohls, a pioneer in agricultural marketing.  Born in 1921 in Kentland, Indiana, he received his degrees in Agricultural Economics from the University of Missouri and Purdue. He wrote the first edition of this path breaking book in 1955, when interest in agricultural marketing was beginning to increase. After teaching agricultural marketing for several years and conducting research and extension programs in the area, he served as Dean of Agriculture at Purdue from 1968 to 1980. Professor Kohls was awarded the American Agricultural Economics Association Outstanding Teacher Award in 1966.


Joe Uhl has been a professor of food marketing at Purdue University since 1966. He was born in Lima, Ohio in 1939. He teaches agricultural and food marketing classes, including the class that uses this text. He also counsels students and does research in food marketing. He served on the staff of the National Commission of Food Marketing in 1966, and he has lectured widely in Eastern Europe. He began collaborating with R. L. Kohls on this book in 1980. Professor Uhl has won both student counseling and teaching awards, the most recent for Distinguished Undergraduate Teaching from the American Agricultural Economics Association in 1989.


Christopher Hurt joined the Agricultural Economics department at Purdue University in 1981. He teaches an undergraduate course in livestock and meat marketing. Professor Hurt's areas of specialty include examination of family farm market problems, pricing strategies, and livestock futures market problems, pricing strategies, and livestock futures market performance. In extension education, he provides analysis for participation in government programs, teaches marketing principles and alternatives, evaluates the livestock industry structure, and provides price analysis and outlook of live cattle and live hogs. Recently he has examined the factors influencing the structural changes in the pork industry, and evaluated the adoption of new technologies in moderate size midwestern farms. Professor Hurt helps coordinate a fee-based market newsletter and report service published jointly with the University of Illinois. He serves as editor of the Purdue Agricultural Economics Report. Professor Hurt has received the USDA Superior Service Group Award, an American Agricultural Economics Group award, as well as two Indiana Extension Service Awards.

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