tailieunhanh - Agroforest marketing methodology

This paper first categories agroforestry visually into 28 types and determines which have been studied by which disciplines. A detailed inventory shows that living fences, forest farming, mushroom and sap production, game hunting, wild life observation, ecotourism and landscape enhancement have been all but ignored in the literature. | AGROFOREST MARKETING METHODOLOGY Peter Calkins CRÉA Laval University Canada ABSTRACT Rapid deforestation on a global level occurs both because standard measures of development ignore environmental costs and because markets for nonwood agroforest products and services are un der developed. This paper first categories agroforestry visually into 28 types and determines which have been studied by which disciplines. A detailed inventory shows that living fences forest farming mushroom and sap production game hunting wild life observation ecotourism and landscape enhancement have been all but ignored in the literature. Furthermore while socioeconomic analyses of agroforest systems have increased over the past seven years only one-sixth of socioeconomic articles even mention marketing. The paper then develops piece-by-piece an integrated methodology for evaluating past studies and planning future projects in agroforest marketing. Such a framework could ensure that nothing important is left out and promote exchange and comparison of research results across sites. It also reveals that to date the unique methods of marketing research into marketing channels flowcharts efficiency scores structureconduct-performance analyses SWOT diagrams and consumer behavior focus-groups contingent valuation total quality analysis are almost totally absent from the literature. Effective social marketing and sustainable agroforest development in the future must therefore rely upon fuller use of the methodological toolkit in social sciences. Key words agroforestry marketing methodology social marketing sustainability. Introduction Rapid deforestation in developing countries - whether Nepal Vietnam or Brazil -results from imbalances within and among the environmental technological social cultural political and economic dimensions of the agroforest marketing system. Such disequilibria have led to large and rising losses of forest-cover soil stability air and water quality income and even the .