The "market, message, means of communication" framework was tested in a case study, "adoption of rootstocks. It involved growing grapes for the wine industry and researchers found it a useful tool for ensuring that information is collected, analyzed, and used to inform extension program design.
Adams, N. (author), Cuperus, Gerrit (author), Johnk, J. (author), Koelsch, C. (author), Merchant, M. (author), Porter, M.M. (author), Smolen, M. (author), and Oklahoma County Urban IPM Coordinator}Texas Agricultural Extension Service, College Station}Texas Agricultural Extension Service}Texas Agricultural Extension Service}Texas Agricultural Extension Service}Oklahoma Cooperative Extension Service}Oklahoma Cooperative Extension Service
Format:
Conference paper
Publication Date:
1996
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 103 Document Number: C08832
Notes:
The 93rd annual meeting of the Southern Association of Agricultural Scientists --Communications Section. Greensboro, North Carolina. February 4-7, 1996; p. 32-37
