The Trans-Oceanic Marketing Channel

A New Tool for Understanding Tropical Africa's Export Agriculture

Erdener Kaynak (Autor)

Buch | Hardcover

296 Seiten

1997
Routledge (Verlag)
9780789001160 (ISBN)

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If you feel you have a disjointed, or unbalanced, view of the global system of demand and supply, you are probably correct. Most studies leave out a very important part of the system--the marketing channel. That is why Laurens van der Laan developed and wrote this book, The Trans-Oceanic Marketing Channel. To help you understand what happens to export crops, such as cocoa, coffee, cotton, groundnuts, tea, and tobacco, between their country of origin and consumer markets, this book analyzes the roles of different actors in trans-oceanic trade, inherent differences between world markets, export diversification policies, and the commercial and institutional forces at play.The Trans-Oceanic Marketing Channel will give you a strong background in marketing channel concepts, and because of its focus on the exporter rather than on the government, it will provide you with an excellent model for microanalysis. As you read about the special features of trans-oceanic trade, you will also learn about:

trade associations and their role in shaping world markets for trans-oceanic crops
the uneasy relationship between exporters and shipping companies
the selling conduct of agricultural exporters in Africa
the tendency of actors in Africa to accelerate the trans-oceanic product flow
the effectiveness of export marketing boards as channel leaders
private enterprise, the chief agent of development
the theory of “exporter preference”The Trans-Oceanic Marketing Channel invites policymakers, international businessmen, professors, and students to examine the opportunities, problems, and policies that confront the various players in trans-oceanic trade, especially the exporters. As the book discusses the divergent institutional arrangements in the world markets for agricultural products and their differential effect on African exports, you will become keenly aware of how vertical marketing systems differ from conventional marketing channels. No other book brings together the three fundamental sections of export agriculture, the country of production, the channel through which the products flow, and the country of destination, to provide you with a complete understanding of trans-oceanic marketing.

Erdener Kaynak

Contents
Preface

Chapter 1. Introduction
Part I: Theory and Global Aspects
Chapter 2. Marketing Channel Analysis and the Basic TOMC
Chapter 3. The Role of Shipping
Chapter 4. The Role of the Telegraph Cables
Chapter 5. The World Markets for Trans-Oceanic Crops
Part II: The TOMCs of Tropical Africa’s Export Crops
Chapter 6. Three Upper-Section Patterns--Commercial Practices
Chapter 7. Commodity TOMCs: External Marketing--The Exporter’s Selling Conduct
Chapter 8. Commodity TOMCs: Channel Leaders and Captive Growers
Chapter 9. Commodity TOMCs: Channel Leaders and Captive Intermediaries
Chapter 10. Commodity TOMCs: The Goal of Rapid Produce Evacuation
Chapter 11. Minor Crops and Their TOMCs
Chapter 12. Auction Crops and Their TOMCs
Chapter 13. Perishable Crops and Their TOMCs
Part III: New Findings of the TOMC Approach
Chapter 14. Implications for the Export Basket and Agricultural Policy
Chapter 15. Conclusion
Notes
Bibliography
Index

Verlagsort	New York
Sprache	englisch
Maße	156 x 216 mm
Gewicht	710 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Volkswirtschaftslehre ► Makroökonomie
	Weitere Fachgebiete ► Land- / Forstwirtschaft / Fischerei
ISBN-13	9780789001160 / 9780789001160
Zustand	Neuware