ROLE OF MARKETING IN FOOD ECONOMY DEVELOPMENT STRATEGIES

J. SZWACKA-MOKRZYCKA

Анотація


The objective of this article is to present the role and significance of marketing in the process of development and implementation of the marketing strategy of an agribusiness enterprise. The article provides a review of various concepts of food economy and definitions of marketing in agribusiness. Existence of mutual substitutive and complementary relations between marketing instruments was indicated. It was concluded that the need to apply a different approach towards marketing of food products is mainly due to the specific characteristics and heterogeneity of various links of food economy. Moreover, a diagnosis was carried out to determine, which of the marketing instruments exert significant impact on creation, implementation and effectiveness of strategy of the entities engaged in the food economy system.

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