CONTENTS

Chapters in this book

1. Frontmatter i
2. ACKNOWLEDGMENTS v
3. CONTENTS vii
4. TABLES ix
5. FIGURES xii
6. 1. THE APPROACH TO MARKETING IN PUERTO RICO 1
7. 2. THE PROBLEM IN ITS SETTING 5
8. 3. FOOD RETAILING 14
9. 4. FOOD WHOLESALING 36
10. 5. MANAGEMENT PRACTICES AND ATTITUDES 62
11. 6. A MODEL FOOD DISTRIBUTION SYSTEM 74
12. 7. THE OPTIMAL RETAIL UNIT 86
13. 8. THE OPTIMAL WHOLESALE UNIT 105
14. 9. THE COMPLETED MODEL 110
15. 10. NON-FOOD MARKETING: SETTING AND METHOD 125
16. 11. RETAILING OF NON-FOOD PRODUCTS 132
17. 12. THE WHOLESALING OF NON-FOOD PRODUCTS 157
18. 13. THE CONTEXT OF POLICY 173
19. 14. MEASURES TO IMPROVE THE EFFICIENCY OF THE MARKETING SYSTEM: CONSUMER AND RETAIL EDUCATION 177
20. 15. MEASURES TO IMPROVE THE EFFICIENCY OF THE MARKETING SYSTEM: DIRECT STEPS 185
21. INDEX 199