MARKETING MANAGEMENT AND THE FARMER
分析了营销管理对个体农民的重要性，基于一项专门调查农场层面营销原则使用情况的研究结果。
Agricultural marketing in the United Kingdom has been particularly topical over the last two years. A great deal of publicity has been given to the desirability of agricultural producers improving their marketing skills, with considerable support for this view coming from successive Ministers of Agriculture. However, it appears that farmers remain sceptical, and, in fact, little is known about the importance of marketing in the overall management of the farm. This paper analyses the importance of marketing management to the individual farmer, using the results of research designed specifically to investigate the use of marketing principles at the farm level.