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Among the established purposes of Agricultural Economics Research is the publication of broad reviews of fields of research within the general area of agricultural economics. This is such an article. The author first presented the subject before the Western Agricultural Economics Research Council. Believing that his remarks deserved a wider audience, the Editors have persuaded him to prepare them for presentation here. They reflect his extensive experience and mature thinking on problems important for a forward-looking program of research in the economics of marketing.


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