Global Food Security: How Marketing Can Help

Continuing to Broaden the Marketing Concept

ISBN: 978-1-78754-825-1, eISBN: 978-1-78754-824-4

ISSN: 1548-6435

Publication date: 17 September 2020


Marketing is the business of matching supply and demand, profitably. More broadly it includes creating demand and/or creating supply. We apply these ideas to an urgent supply/demand problem, that of feeding the additional 3 billion people expected to be on earth by 2050. We argue that this can be achieved by a combination of tweaks to the supply side and tweaks to the demand side. But the sooner we start, the better.



Bell, D.E. (2020), "Global Food Security: How Marketing Can Help", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, pp. 97-103.

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