MARKETING IN DEVELOPING COUNTRIES
 by

 Harold Riley and Michael Weber


 ABSTRACT


 The U.S. Agricultural Economics profession has become significantly in-

 volved in foreign assistance programs directed towards the problems of less

 developed countries. In order to be effective in their roles as teachers, re-

 searchers and advisors, it has been necessary to adapt conceptual and analytical

 tools for use in different political, institutional and social environments.

 This chapter provides a conceptual perspective of agricultural marketing as

 an important dynamic element in the development process. A review of the past

 research indicates that there have been useful descriptive studies of market-

 ing activities in several less developed countries, but diagnostic and pre-

 scriptive conclusions have often been constrained by the relatively static,

 perfectly competitive marketing model of economics. Suggestions are made for

 organizing and conducting future research within a more dynamic "food

 system" framework with appropriate consideration of other social science

 approaches to marketing problems.

 A research agenda is suggested through a set of interrelated questions

that address the basic information needs for diagnosing marketing problems

and assessing program needs to achieve desired development goals.