Abstract
The marketing channels for agricultural and food products are made up of a number of companies, such as, breeders, mixed feed producers, farmers, traders, processors and retailers. The role of these companies in the marketing channel is as a marketing institution, that is an organisation which is engaged in the marketing planning and the marketing functions related to a specific product. Agricultural marketing channels sometimes include special marketing institutions, such as, auctions, marketing cooperatives, marketing boards, commodity boards and futures markets.
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Meulenberg, M.T.G. (1997). Evolution of Agricultural Marketing Institutions: A Channel Approach. In: Wierenga, B., van Tilburg, A., Grunert, K., Steenkamp, JB.E.M., Wedel, M. (eds) Agricultural Marketing and Consumer Behavior in a Changing World. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-6273-3_5
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DOI: https://doi.org/10.1007/978-1-4615-6273-3_5
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