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Publisher: CENGAGE Learning
Purcell, Wayne, Reynold, Ralph, Drummond, H. Evan
This book is written for the current and aspiring American farmer. The concept of marketing can be big and complex. However, the way Dr. Wayne Purcell, nationally known authority on agricultural commodities, has written his book is simple and direct. The farmer is the first link in the chain of events that becomes a marketing system. The final link is the consumer. An individual farmer has tremendous potential to improve his or her position by becoming better in marketing (more so than by still further improvements in production). This book is dedicated toward providing the basics and the applications that the individual will need. The focus here is on the marketing decisions of the farm producer: what does it take for that producer to make effective marketing decisions?; how important is it?; is this the way farmers can differentiate themselves from neighbors and make a decent income when others are struggling?; and how much potential is there if the farmer as a decision-maker starts to get as good in making wise marketing decisions as in making smart production decisions? As we become more nearly a global market, it is going to be increasingly important that the individual farmer, and farmers in general, become better marketers than they have ever been before. The potential is huge. The opportunities are before us. The need is to recognize that potential and those opportunities and go after them. This book is dedicated to helping you get there.Purcell, Wayne is the author of 'Marketing Agricultural Commodities Textbook 1995' with ISBN 9780866912174 and ISBN 0866912177.