Integrated marketing as an instrument of directing the agribusiness functioning [Yugoslavia]
1996
Vujatovic-Zakic, Z. (Ekonomski fakultet, Beograd (Yugoslavia))
The starting point of this paper is Yugoslav reality - numerous elements of the marketing philosophy still not being in the agribusiness practice. Such a situation is particularly present in integrated marketing. In that aim, basic prerequisites for its foundation were indicated primarily in the area of the institutional system's activity. An important role is assigned to the ministry of agriculture, primarily in the sense of coordinating the activity of a number of institutions facing the problems of applying integrated marketing in agribusiness. Also, in this paper attention has been paid to the marketing strategy of some participants in agribusiness, with the particular insight into current problems of introducing the marketing strategy in the orientation of individual farms production.
Show more [+] Less [-]AGROVOC Keywords
Bibliographic information
This bibliographic record has been provided by Unassigned data from Yugoslavia
