Seafood and Aquaculture Marketing Handbook
Seafood and Aquaculture Marketing Handbook
Editor/Author
Engle, Carole R., Quagrainie, Kwamena K. and Dey, Madan M.
Publication Year: 2016
Publisher: Wiley
Single-User Purchase Price:
$150.00

Unlimited-User Purchase Price:
$225.00
ISBN: 978-1-118-84550-9
Category: Agriculture, Aquaculture & Food Sciences
Image Count:
92
Book Status: Available
Table of Contents
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.
This book is found in the following Credo Collections:
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