Marketing of agricultural products: case findings

Relationship marketing of agricultural products examined through comparisons between suppliers of British fresh produce and New Zealand wine.

Year of Publication2002

This paper focuses on the relationship marketing approach to the marketing of agricultural products. The paper provides specific insights into and comparisons between suppliers of two particular agricultural products sectors: in Britain, the fresh produce (fruits and vegetables) sector and, in New Zealand, the wine sector. The paper examines the nature of marketing relationships from the perspective of the suppliers in these sectors and their relationships, networks and interactions with importers and retail buyers in the food and beverage sector. The research methodology is qualitative and inductive in nature and utilises multiple cases; interpretation is through content analysis of each individual case in order to identify important themes, clusters and patterns in the research data.


Hingley, M K, Lindgreen,A (2002) "Marketing of agricultural products: case findings"British Food Journal 104 (10) pp 806 - 827

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Additional keywords/tags

implementation of marketing practicesmonitoring and measurement of marketing practicesnature of marketing practicesrelationship marketing
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