{"product_id":"seafood-and-aquaculture-marketing-handbook-isbn-9781118845509","title":"Seafood and Aquaculture Marketing Handbook","description":"\u003cb\u003eSEAFOOD AND AQUACULTURE MARKETING HANDBOOK\u003c\/b\u003e \u003cp\u003eAquaculture, the farming of aquatic animals and plants, and other seafood business continue to grow rapidly around the world. However, many of these businesses fail due to the lack of sufficient attention to marketing. The \u003ci\u003eSeafood and Aquaculture Marketing Handbook\u003c\/i\u003e provides the reader with a comprehensive yet user-friendly presentation of key concepts and tools necessary for aquaculture and seafood businesses to evaluate and adapt to changing market conditions. \u003c\/p\u003e\u003cp\u003eMarkets for aquaculture and seafood products are diverse, dynamic, and complex. The \u003ci\u003eSeafood and Aquaculture Marketing Handbook\u003c\/i\u003e presents fundamental principles of marketing with specific discussion of aquaculture and seafood market channels and supply chains from around the world, and builds towards a step-by-step approach to strategic market planning for successful aquaculture and seafood businesses. \u003c\/p\u003e\u003cp\u003eThis book is an essential reference for all aquaculture seafood business as well as students of aquaculture. The volume contains a series of synopses of specific markets, an extensive annotated bibliography, and webliography for additional sources of information. \u003c\/p\u003e\u003cp\u003eWritten by authors with vast experience in international marketing for aquaculture and seafood products, this volume is a valuable source of guidance for those seeking to identify profitable markets for their aquaculture and seafood products. \u003c\/p\u003e\u003cp\u003eAbout the authors xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Seafood and aquaculture markets 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal trends in seafood and aquaculture markets 1\u003c\/p\u003e \u003cp\u003eWhere are most aquaculture crops produced? 4\u003c\/p\u003e \u003cp\u003eWhat are the major species cultured worldwide? 5\u003c\/p\u003e \u003cp\u003eWhat are the major finfish species caught and supplied to world markets? 7\u003c\/p\u003e \u003cp\u003eWhat countries are the major markets for seafood and aquaculture? 8\u003c\/p\u003e \u003cp\u003eTrade in seafood and aquaculture 9\u003c\/p\u003e \u003cp\u003eAre aquaculture products different from agriculture products? 9\u003c\/p\u003e \u003cp\u003eCharacteristics of aquaculture products 9\u003c\/p\u003e \u003cp\u003eMarket competition between wild‐caught and farmed finfish 12\u003c\/p\u003e \u003cp\u003eConsumption trends in seafood and aquaculture markets, expenditures, effects of income, and at‐home versus away‐from‐home purchases 13\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: tilapia 14\u003c\/p\u003e \u003cp\u003eSummary 18\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 19\u003c\/p\u003e \u003cp\u003eReferences 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Demand and supply: basic economic premises 22\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is economics? 22\u003c\/p\u003e \u003cp\u003eDemand 23\u003c\/p\u003e \u003cp\u003ePopulation 27\u003c\/p\u003e \u003cp\u003eIncome 27\u003c\/p\u003e \u003cp\u003eConsumer tastes and preferences 28\u003c\/p\u003e \u003cp\u003eConsumer behavior 28\u003c\/p\u003e \u003cp\u003eSupply 29\u003c\/p\u003e \u003cp\u003eCosts of production 31\u003c\/p\u003e \u003cp\u003eTechnology 31\u003c\/p\u003e \u003cp\u003ePrice determination 32\u003c\/p\u003e \u003cp\u003eElasticity 32\u003c\/p\u003e \u003cp\u003eDemand elasticity 34\u003c\/p\u003e \u003cp\u003eCross‐price elasticity 36\u003c\/p\u003e \u003cp\u003ePrice elasticity and total revenue 37\u003c\/p\u003e \u003cp\u003eElasticity of supply 38\u003c\/p\u003e \u003cp\u003eMarket structures and implications for competition and pricing 38\u003c\/p\u003e \u003cp\u003eSpecial demand and supply conditions 39\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: salmon 40\u003c\/p\u003e \u003cp\u003eSummary 44\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 45\u003c\/p\u003e \u003cp\u003eReferences 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Seafood and aquaculture marketing concepts 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is marketing? 47\u003c\/p\u003e \u003cp\u003eMarketing plan 48\u003c\/p\u003e \u003cp\u003eMarket products 48\u003c\/p\u003e \u003cp\u003eSupply chain and value chain 48\u003c\/p\u003e \u003cp\u003eProcessors 49\u003c\/p\u003e \u003cp\u003eMarket or distribution channels 50\u003c\/p\u003e \u003cp\u003eTransportation 52\u003c\/p\u003e \u003cp\u003eWholesaling 53\u003c\/p\u003e \u003cp\u003eBrokers 54\u003c\/p\u003e \u003cp\u003eRetailing 54\u003c\/p\u003e \u003cp\u003eFood grocers 55\u003c\/p\u003e \u003cp\u003eLivehaulers 56\u003c\/p\u003e \u003cp\u003eRestaurants 56\u003c\/p\u003e \u003cp\u003eDirect sales 56\u003c\/p\u003e \u003cp\u003eProfit margins 57\u003c\/p\u003e \u003cp\u003eEconomies of scale in marketing 58\u003c\/p\u003e \u003cp\u003eSupply chain management 58\u003c\/p\u003e \u003cp\u003ePricing systems 59\u003c\/p\u003e \u003cp\u003ePrice determination 59\u003c\/p\u003e \u003cp\u003eMarketing margins, marketing bill, and farm‐retail price spreads 60\u003c\/p\u003e \u003cp\u003ePricing at different market levels 62\u003c\/p\u003e \u003cp\u003ePrice behavior, trends, and fluctuations 63\u003c\/p\u003e \u003cp\u003eGeographic markets 64\u003c\/p\u003e \u003cp\u003eProduct storage 65\u003c\/p\u003e \u003cp\u003eMarket power 65\u003c\/p\u003e \u003cp\u003eAdvertising and promotion 66\u003c\/p\u003e \u003cp\u003eProduct grades, quality, and marketing implications 67\u003c\/p\u003e \u003cp\u003eInternational trade 69\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: shrimp and prawns 70\u003c\/p\u003e \u003cp\u003eSummary 76\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 76\u003c\/p\u003e \u003cp\u003eReferences 77\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Market trends 80\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe role of imports in U.S. seafood markets 80\u003c\/p\u003e \u003cp\u003eU.S. seafood consumption 82\u003c\/p\u003e \u003cp\u003eFood consumption away from home 84\u003c\/p\u003e \u003cp\u003eConvenience in food preparation and consumption 85\u003c\/p\u003e \u003cp\u003eDemand for healthy and wholesome foods 86\u003c\/p\u003e \u003cp\u003eSustainability and seafood 87\u003c\/p\u003e \u003cp\u003eCertification of sustainability 89\u003c\/p\u003e \u003cp\u003eThe Marine Stewardship Council (MSC) 89\u003c\/p\u003e \u003cp\u003eThe Global Aquaculture Alliance (GAA) Best Aquaculture Practices (BAP) 90\u003c\/p\u003e \u003cp\u003eThe Aquaculture Stewardship Council (ASC) 90\u003c\/p\u003e \u003cp\u003eGLOBAL Good Agricultural Practice (GLOBALG.A.P.) 91\u003c\/p\u003e \u003cp\u003eTraceability and labeling of seafood products 91\u003c\/p\u003e \u003cp\u003eCountry‐Of‐Origin Labeling (COOL) 92\u003c\/p\u003e \u003cp\u003eEcolabeling of seafood products 93\u003c\/p\u003e \u003cp\u003eSeafood and the “local food“ movement in the U.S. 95\u003c\/p\u003e \u003cp\u003eOrganic seafood 96\u003c\/p\u003e \u003cp\u003eWholesale‐retailer integration in the food system 97\u003c\/p\u003e \u003cp\u003eElectronic Data Interchange (EDI) 98\u003c\/p\u003e \u003cp\u003eThe Efficient Consumer Response (ECR) 98\u003c\/p\u003e \u003cp\u003eThe Efficient Food Service Response (EFR) 99\u003c\/p\u003e \u003cp\u003eE‐commerce 100\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: Pangasius spp. (swai, basa, and tra) 102\u003c\/p\u003e \u003cp\u003eSummary 104\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 106\u003c\/p\u003e \u003cp\u003eReferences 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Seafood market channels 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarket channels for primary seafood products 109\u003c\/p\u003e \u003cp\u003eSeafood distribution in developing economies 109\u003c\/p\u003e \u003cp\u003eSeafood distribution in developed economies 110\u003c\/p\u003e \u003cp\u003eSeafood distribution in the U.S. 112\u003c\/p\u003e \u003cp\u003ePrice discovery for primary commodities 113\u003c\/p\u003e \u003cp\u003eContracting and vertical integration in U.S. seafood business 113\u003c\/p\u003e \u003cp\u003eOther transaction types in U.S. seafood business 115\u003c\/p\u003e \u003cp\u003eParticipation in food market channels 116\u003c\/p\u003e \u003cp\u003eDistributors 116\u003c\/p\u003e \u003cp\u003eWholesalers 116\u003c\/p\u003e \u003cp\u003eChannel ownership and control for secondary products 123\u003c\/p\u003e \u003cp\u003eConsolidation and channel control 124\u003c\/p\u003e \u003cp\u003eChannel coordination and leadership for secondary products 126\u003c\/p\u003e \u003cp\u003eChannel agreements 128\u003c\/p\u003e \u003cp\u003eTying agreements 128\u003c\/p\u003e \u003cp\u003eExclusive dealing 128\u003c\/p\u003e \u003cp\u003eValue chain analysis 129\u003c\/p\u003e \u003cp\u003eChannel conflict 129\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: trout 130\u003c\/p\u003e \u003cp\u003eSummary 132\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 133\u003c\/p\u003e \u003cp\u003eReferences 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Seafood and aquaculture product processing 136\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProcessing 136\u003c\/p\u003e \u003cp\u003eStructure of the seafood and aquaculture product processing industry 142\u003c\/p\u003e \u003cp\u003eConcentration 144\u003c\/p\u003e \u003cp\u003eVertical integration 146\u003c\/p\u003e \u003cp\u003eProduct characteristics 146\u003c\/p\u003e \u003cp\u003eEntry into the industry 148\u003c\/p\u003e \u003cp\u003ePlant location 149\u003c\/p\u003e \u003cp\u003eLaw of market areas 150\u003c\/p\u003e \u003cp\u003eCapacity utilization 151\u003c\/p\u003e \u003cp\u003eInnovation and branding 151\u003c\/p\u003e \u003cp\u003eChallenges in aquaculture product processing 153\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: U.S. channel catfish 154\u003c\/p\u003e \u003cp\u003eSummary 158\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 159\u003c\/p\u003e \u003cp\u003eReferences 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The international market for seafood and aquaculture products 162\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe basis for trade 162\u003c\/p\u003e \u003cp\u003eDimensions of the international market 163\u003c\/p\u003e \u003cp\u003eTrade policy tools 167\u003c\/p\u003e \u003cp\u003eTrade policy in seafood and aquaculture 169\u003c\/p\u003e \u003cp\u003eThe General Agreement on Tariffs and Trade (GATT) 169\u003c\/p\u003e \u003cp\u003eThe World Trade Organization (WTO) 170\u003c\/p\u003e \u003cp\u003eU.S. Antidumping 172\u003c\/p\u003e \u003cp\u003eByrd Amendment, Continued Dumping and Subsidy Offset Act of 2000 172\u003c\/p\u003e \u003cp\u003eSalmon trade conflicts 173\u003c\/p\u003e \u003cp\u003eUnited States and Norway 173\u003c\/p\u003e \u003cp\u003eUnited States and Chile 173\u003c\/p\u003e \u003cp\u003eEuropean Union and Norway 174\u003c\/p\u003e \u003cp\u003eBlue crab conflict 174\u003c\/p\u003e \u003cp\u003eU.S. crawfish and China 175\u003c\/p\u003e \u003cp\u003eU.S. catfish and Vietnamese basa 176\u003c\/p\u003e \u003cp\u003eMussel conflicts 177\u003c\/p\u003e \u003cp\u003eShrimp conflicts 177\u003c\/p\u003e \u003cp\u003eThe Convention on International Trade in Endangered Species (CITES) 177\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: ornamental fish 178\u003c\/p\u003e \u003cp\u003eSummary 181\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 181\u003c\/p\u003e \u003cp\u003eAppendix 7A: The U.S. Antidumping Law 182\u003c\/p\u003e \u003cp\u003eThe U.S. Department of Commerce 182\u003c\/p\u003e \u003cp\u003eThe U.S. International Trade Commission (ITC) 183\u003c\/p\u003e \u003cp\u003eReferences 184\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Marketing by aquaculture growers 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFish species and markets 187\u003c\/p\u003e \u003cp\u003eProduction systems and intensification 188\u003c\/p\u003e \u003cp\u003eSizes of producers 191\u003c\/p\u003e \u003cp\u003eSupply response and biological lags 192\u003c\/p\u003e \u003cp\u003eCommodities, markets, and niche markets for differentiated products 193\u003c\/p\u003e \u003cp\u003eFarmers’ marketing alternatives 194\u003c\/p\u003e \u003cp\u003eSales to processors 194\u003c\/p\u003e \u003cp\u003eSales to livehaulers 194\u003c\/p\u003e \u003cp\u003eSelling directly to end consumers 195\u003c\/p\u003e \u003cp\u003eMarketing by fisher\/farmer groups 198\u003c\/p\u003e \u003cp\u003eMarketing cooperatives 201\u003c\/p\u003e \u003cp\u003eLocal cooperatives 201\u003c\/p\u003e \u003cp\u003eCentralized cooperatives 201\u003c\/p\u003e \u003cp\u003eFederated cooperatives 202\u003c\/p\u003e \u003cp\u003eMixed cooperatives 202\u003c\/p\u003e \u003cp\u003eMarketing cooperatives as marketing agents 203\u003c\/p\u003e \u003cp\u003eMarketing cooperatives as processing groups 203\u003c\/p\u003e \u003cp\u003eFarmers’ bargaining groups 203\u003c\/p\u003e \u003cp\u003eMarketing orders 205\u003c\/p\u003e \u003cp\u003eFutures markets for aquaculture products? 206\u003c\/p\u003e \u003cp\u003eGeneric advertising of seafood and aquaculture products 207\u003c\/p\u003e \u003cp\u003eAdvertising of seafood – the National Fisheries Institute (NFI) 208\u003c\/p\u003e \u003cp\u003eSalmon advertising – the Salmon Marketing Institute (SMI) 208\u003c\/p\u003e \u003cp\u003eCatfish advertising – the Catfish Institute (TCI) 209\u003c\/p\u003e \u003cp\u003eTilapia advertising – the Tilapia Marketing Institute (TMI) 209\u003c\/p\u003e \u003cp\u003eTrout advertising – the United States Trout Farmers Association (USTFA) 210\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: oysters 210\u003c\/p\u003e \u003cp\u003eSummary 213\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 214\u003c\/p\u003e \u003cp\u003eAppendix 8A: The Capper-Volstead Act 214\u003c\/p\u003e \u003cp\u003eReferences 216\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Marketing strategies and planning for successful aquaculture businesses 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCurrent market situation analysis 219\u003c\/p\u003e \u003cp\u003eMarket research 219\u003c\/p\u003e \u003cp\u003eCompetition 222\u003c\/p\u003e \u003cp\u003eConsumer attitudes\/preferences 223\u003c\/p\u003e \u003cp\u003eAnalysis of business strengths and weaknesses 224\u003c\/p\u003e \u003cp\u003eDeveloping the marketing strategy 226\u003c\/p\u003e \u003cp\u003eDeveloping a retail outlet 227\u003c\/p\u003e \u003cp\u003eMarket segmentation 228\u003c\/p\u003e \u003cp\u003eProducts and product lines 229\u003c\/p\u003e \u003cp\u003eCommodity markets 235\u003c\/p\u003e \u003cp\u003eNiche markets 235\u003c\/p\u003e \u003cp\u003eValue‐added products 236\u003c\/p\u003e \u003cp\u003eBusiness organization and contracting 237\u003c\/p\u003e \u003cp\u003eSales 238\u003c\/p\u003e \u003cp\u003eThe marketing plan 238\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: mussels 243\u003c\/p\u003e \u003cp\u003eSummary 247\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 248\u003c\/p\u003e \u003cp\u003eAppendix 9A: A sample market plan (hypothetical) 248\u003c\/p\u003e \u003cp\u003eExecutive summary 248\u003c\/p\u003e \u003cp\u003eVision 248\u003c\/p\u003e \u003cp\u003eOverall market situation analysis 249\u003c\/p\u003e \u003cp\u003eReferences 251\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Marketing research methodologies 254\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTypes of research and design 255\u003c\/p\u003e \u003cp\u003eExploratory research 255\u003c\/p\u003e \u003cp\u003eQualitative research 256\u003c\/p\u003e \u003cp\u003eQuantitative research 257\u003c\/p\u003e \u003cp\u003eData collection 257\u003c\/p\u003e \u003cp\u003eSecondary data 257\u003c\/p\u003e \u003cp\u003ePrimary data 258\u003c\/p\u003e \u003cp\u003eSampling 263\u003c\/p\u003e \u003cp\u003eQuestionnaire design 265\u003c\/p\u003e \u003cp\u003eResponse rate 266\u003c\/p\u003e \u003cp\u003eResearch on attitudes and preferences 266\u003c\/p\u003e \u003cp\u003eTheories of choice behavior 267\u003c\/p\u003e \u003cp\u003eProduct research 268\u003c\/p\u003e \u003cp\u003eProduct ideas 268\u003c\/p\u003e \u003cp\u003eProduct testing 269\u003c\/p\u003e \u003cp\u003eMarket share research 270\u003c\/p\u003e \u003cp\u003eAdvertising research 270\u003c\/p\u003e \u003cp\u003eSales control research 272\u003c\/p\u003e \u003cp\u003eValue chain research 273\u003c\/p\u003e \u003cp\u003eData analysis 275\u003c\/p\u003e \u003cp\u003eStatistical summaries 275\u003c\/p\u003e \u003cp\u003eRelationships between variables or responses 278\u003c\/p\u003e \u003cp\u003eDiscrete choice analysis 280\u003c\/p\u003e \u003cp\u003eConjoint analysis 282\u003c\/p\u003e \u003cp\u003eTraditional demand analysis 284\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: baitfish 285\u003c\/p\u003e \u003cp\u003eSummary 288\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 289\u003c\/p\u003e \u003cp\u003eReferences 291\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Seafood demand analysis 293\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDemand theory 293\u003c\/p\u003e \u003cp\u003eTheoretical properties of demand 294\u003c\/p\u003e \u003cp\u003eApproaches to modeling fish and seafood demand 295\u003c\/p\u003e \u003cp\u003eCommodity grouping and separability 298\u003c\/p\u003e \u003cp\u003eOther issues pertaining to estimating demand for seafood 299\u003c\/p\u003e \u003cp\u003eData 301\u003c\/p\u003e \u003cp\u003eScanner data 302\u003c\/p\u003e \u003cp\u003eElasticities and flexibilities of seafood demand 303\u003c\/p\u003e \u003cp\u003eEstimates of elasticities and flexibilities of seafood demand 304\u003c\/p\u003e \u003cp\u003eRecent estimates of elasticities\/flexibilities of seafood demand in developed countries 304\u003c\/p\u003e \u003cp\u003eRecent estimates of elasticities\/flexibilities of seafood demand in developing countries 318\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: crawfish 319\u003c\/p\u003e \u003cp\u003eSummary 323\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 324\u003c\/p\u003e \u003cp\u003eReferences 324\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Policies and regulations governing seafood and aquaculture marketing 330\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRegulatory frameworks for seafood and aquaculture 330\u003c\/p\u003e \u003cp\u003eFood safety 331\u003c\/p\u003e \u003cp\u003eIndustry‐initiated programs 333\u003c\/p\u003e \u003cp\u003eRegulation of food safety 335\u003c\/p\u003e \u003cp\u003eOrganic standards 338\u003c\/p\u003e \u003cp\u003eGreen labeling and standards 339\u003c\/p\u003e \u003cp\u003eMarketing and transportation of live aquatic animals 340\u003c\/p\u003e \u003cp\u003eAquatic animal health and biosecurity 341\u003c\/p\u003e \u003cp\u003eAquaculture market synopsis: mariculture of grouper, snapper, tuna, and cobia 342\u003c\/p\u003e \u003cp\u003eSummary 343\u003c\/p\u003e \u003cp\u003eStudy and discussion questions 344\u003c\/p\u003e \u003cp\u003eReferences 344\u003c\/p\u003e \u003cp\u003eGlossary 347\u003c\/p\u003e \u003cp\u003eAnnotated bibliography of aquaculture marketing information sources 365\u003c\/p\u003e \u003cp\u003eAnnotated webliography of sources of data and information for aquaculture marketing 373\u003c\/p\u003e \u003cp\u003eIndex 390\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eCAROLE R. ENGLE,\u003c\/b\u003e \u003ci\u003eEngle-Stone Aquatic$ LLC, Strasburg, VA, USA\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eKWAMENA K. QUAGRAINIE,\u003c\/b\u003e \u003ci\u003eDepartment of Agricultural Economics, Purdue University, USA\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMADAN M. DEY,\u003c\/b\u003e \u003ci\u003eDepartment of Agriculture, Texas State University, IN, USA\u003c\/i\u003e   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eSEAFOOD AND AQUACULTURE MARKETING HANDBOOK\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eAquaculture, the farming of aquatic animals and plants, and other seafood business continue to grow rapidly around the world. However, many of these businesses fail due to the lack of sufficient attention to marketing. The \u003ci\u003eSeafood and Aquaculture Marketing Handbook\u003c\/i\u003e provides the reader with a comprehensive yet user-friendly presentation of key concepts and tools necessary for aquaculture and seafood businesses to evaluate and adapt to changing market conditions. \u003c\/p\u003e\u003cp\u003eMarkets for aquaculture and seafood products are diverse, dynamic, and complex. The \u003ci\u003eSeafood and Aquaculture Marketing Handbook\u003c\/i\u003e presents fundamental principles of marketing with specific discussion of aquaculture and seafood market channels and supply chains from around the world, and builds towards a step-by-step approach to strategic market planning for successful aquaculture and seafood businesses. \u003c\/p\u003e\u003cp\u003eThis book is an essential reference for all aquaculture seafood business as well as students of aquaculture. The volume contains a series of synopses of specific markets, an extensive annotated bibliography, and webliography for additional sources of information. \u003c\/p\u003e\u003cp\u003eWritten by authors with vast experience in international marketing for aquaculture and seafood products, this volume is a valuable source of guidance for those seeking to identify profitable markets for their aquaculture and seafood products.\u003c\/p\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47989995864293,"sku":"NP9781118845509","price":139.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118845509.jpg?v=1761786150","url":"https:\/\/k12savings.com\/products\/seafood-and-aquaculture-marketing-handbook-isbn-9781118845509","provider":"K12savings","version":"1.0","type":"link"}