This paper provides an overview of trends in marketing at the national level and in regions such as Central Otago. The movement away from centrally co-ordinated marketing strategies and the increased sophistication of marketing and processing are highlighted. Such developments have implications for the structure of the agricultural and horticultural marketing systems. It is suggested that there is a requirement for improved strategy development and planning by individual firms. This can best be aided at the national level, by considering ways in which the planning by individual firms can be improved. Several specific areas in which improvements could be made are discussed. Keywords: trends in marketing, marketing enviornment.
