The Seafood and Aquaculture Marketing Handbook 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.

Table of Contents

• List of Tables
• List of Illustrations
• About the authors
• Chapter 1: Seafood and aquaculture markets
• Global trends in seafood and aquaculture markets
• Are aquaculture products different from agriculture products?
• Aquaculture market synopsis: tilapia
• Summary
• Study and discussion questions
• References
• Chapter 2: Demand and supply: basic economic premises
• What is economics?
• Demand
• Supply
• Price determination
• Elasticity
• Market structures and implications for competition and pricing
• Special demand and supply conditions
• Aquaculture market synopsis: salmon
• Summary
• Study and discussion questions
• References
• Chapter 3: Seafood and aquaculture marketing concepts
• What is marketing?
• Marketing plan
• Market products
• Supply chain and value chain
• Processors
• Market or distribution channels
• Transportation
• Wholesaling
• Brokers
• Retailing
• Direct sales
• Profit margins
• Economies of scale in marketing
• Supply chain management
• Pricing systems
• Price behavior, trends, and fluctuations
• Geographic markets
• Product storage
• Market power
• Advertising and promotion
• Product grades, quality, and marketing implications
• International trade
• Aquaculture market synopsis: shrimp and prawns
• Summary
• Study and discussion questions
• References
• Chapter 4: Market trends
• The role of imports in U.S. seafood markets
• U.S. seafood consumption
• Food consumption away from home
• Convenience in food preparation and consumption
• Demand for healthy and wholesome foods
• Sustainability and seafood
• Traceability and labeling of seafood products
• Seafood and the “local food” movement in the U.S.
• Organic seafood
• Wholesale-retailer integration in the food system
• Electronic Data Interchange (EDI)
• The Efficient Consumer Response (ECR)
• The Efficient Food service Response (EFR)
• E-commerce
• Aquaculture market synopsis: Pangasius spp. (swai, basa, and tra)
• Summary
• Study and discussion questions
• References
• Chapter 5: Seafood market channels
• Market channels for primary seafood products
• Price discovery for primary commodities
• Participation in food market channels
• Channel ownership and control for secondary products
• Consolidation and channel control
• Channel coordination and leadership for secondary products
• Channel agreements
• Channel conflict
• Aquaculture market synopsis: trout
• Summary
• Study and discussion questions
• References
• Chapter 6: Seafood and aquaculture product processing
• Processing
• Structure of the seafood and aquaculture product processing industry
• Plant location
• Law of market areas
• Capacity utilization
• Innovation and branding
• Challenges in aquaculture product processing
• Aquaculture market synopsis: U.S. channel catfish
• Summary
• Study and discussion questions
• References
• Chapter 7: The international market for seafood and aquaculture products
• The basis for trade
• Dimensions of the international market
• Trade policy tools
• Trade policy in seafood and aquaculture
• U.S. Antidumping
• Byrd Amendment, Continued Dumping and Subsidy Offset Act of 2000
• Salmon trade conflicts
• Blue crab conflict
• U.S. crawfish and China
• U.S. catfish and Vietnamese basa
• Mussel conflicts
• Shrimp conflicts
• The Convention on International Trade in Endangered Species (CITES)
• Aquaculture market synopsis: ornamental fish
• Summary
• Study and discussion questions
• Appendix 7A: The U.S. Antidumping Law
• References
• Chapter 8: Marketing by aquaculture growers
• Fish species and markets
• Production systems and intensification
• Sizes of producers
• Supply response and biological lags
• Commodities, markets, and niche markets for differentiated products
• Farmers’ marketing alternatives
• Marketing by fisher/farmer groups
• Marketing cooperatives
• Marketing cooperatives as marketing agents
• Marketing cooperatives as processing groups
• Farmers' bargaining groups
• Marketing orders
• Futures markets for aquaculture products?
• Generic advertising of seafood and aquaculture products
• Aquaculture market synopsis: oysters
• Summary
• Study and discussion questions
• Appendix 8A: The Capper-Volstead Act
• References
• Chapter 9: Marketing strategies and planning for successful aquaculture businesses
• Current market situation analysis
• Analysis of business strengths and weaknesses
• Developing the marketing strategy
• The marketing plan
• Aquaculture market synopsis: mussels
• Summary
• Study and discussion questions
• Appendix 9A: A sample market plan (hypothetical)
• References
• Chapter 10: Marketing research methodologies
• Types of research and design
• Data collection
• Research on attitudes and preferences
• Product research
• Market share research
• Advertising research
• Sales control research
• Value chain research
• Data analysis
• Aquaculture market synopsis: baitfish
• Summary
• Study and discussion questions
• References
• Chapter 11: Seafood demand analysis
• Demand theory
• Theoretical properties of demand
• Approaches to modeling fish and seafood demand
• Commodity grouping and separability
• Other issues pertaining to estimating demand for seafood
• Data
• Elasticities and flexibilities of seafood demand
• Estimates of elasticities and flexibilities of seafood demand
• Aquaculture market synopsis: crawfish
• Summary
• Study and discussion questions
• References
• Chapter 12: Policies and regulations governing seafood and aquaculture marketing
• Regulatory frameworks for seafood and aquaculture
• Food safety
• Organic standards
• Green labeling and standards
• Marketing and transportation of live aquatic animals
• Aquatic animal health and biosecurity
• Aquaculture market synopsis: mariculture of grouper, snapper, tuna, and cobia
• Summary
• Study and discussion questions
• References
• Glossary
• Annotated bibliography of aquaculture marketing information sources
• Annotated webliography of sources of data and information for aquaculture marketing