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. https://doi.org/10.1108/S1548-643520200000017011Download as .RIS
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