Affirmation of marketing approaches in agriculture of Serbia | Afirmacija marketing pristupa u poljoprivredi Srbije
2011
Cvijanović, D., Institut za ekonomiku poljoprivrede, Beograd (Serbia) | Paraušić, V., Institut za ekonomiku poljoprivrede, Beograd (Serbia) | Mihailović, B., Institut za ekonomiku poljoprivrede, Beograd (Serbia)
Creating and implementing marketing strategy involves an active relation to market trends and internal capabilities of companies. Market success is determined by the ability of firms to identify attractive market segments, identify the key success factors and develop manufacturing processes that will gain a competitive advantage in the market. Redefinition of the market and the competitive space is a continuous task, especially marketing management company. Accordingly, the marketing is expected to establish contacts with external stakeholders (competitors and customers) that have independent existence. Survival of companies depends on good management adapts to market conditions that are influenced by the activities of a large number of market participants. In addition, marketing work appears in two forms - in the formulation of strategy and organization management of various market-oriented activities of sales, advertising, production and market research, physical distribution, etc. Bearing in mind the modern concept of competitiveness, as well as the current performance of domestic agriculture and low potential market for agricultural products, are necessary processes of transformation of local agriculture and all forms of business entities in the industry.
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