Electronic Marketing in Principle and Practice

Abstract

Electronic marketing has evolved in agricul-tural marketing thought over the past twenty to twenty-five years, with a distinct accelera-tion since the late 1970s. The first evidence of an electronic market, called " Selevision, " for Florida citrus fruit was found in the mid-1940s (Cassidy). However, it was not until a teletype auction was developed for butcher hogs in On-tario during the early 1960s (Peer) that elec-tronic marketing gained much interest. After the development of a few successful telephone auctions (teleauctions) for live-stock, principally pigs, and an unsuccessful teleauction for eggs in the United States dur-ing the 1960s, the concept was advanced when Schrader, Heifner, and Larzelere proposed a computerized egg exchange in 1968.Academic interest increased following the publication of a conceptual assessment of electronic markets as part of the "Marketing Alternatives for Ag-riculture " series from the National Public Pol-