Review of Opportunities to Promote Australian Wheat in Export Markets

Abstract

The purpose of this review is to consider the case for expanded promotion of Australian wheat on export markets. The conclusion is that there is no convincing case for expanded export promotion. A major aim is to elaborate the concept of promotion in all its dimensions. An essential unifying theme surrounding promotion, and marketing in general, is the provision of information that is useful to buyers in making their purchasing decisions. Like successful advertising, effective promotion reduces transaction costs, enhancing the role of prices and the working of the market. Understanding promotion therefore requires contemplation of the nature of wheat as a product and existing marketing arr..