Application of Holistic marketing in the formulation of a business concept of agricultural producers from south Serbia
Apstrakt
The purpose of this paper is to analyze business concept of agricultural producers in Serbia and to show the necessity to define a new concept based on a holistic marketing approach. The components of holistic marketing are viewed from the standpoint of small scale fresh food producers in Serbia as economic entities. Analysis of current business situation, position of Serbian agricultural producers in agri-food supply chain and problems which they are facing are defined. Results of the analysis show the existing business orientation of producers and reveal their views regarding future business orientation. A presented solution to overcome the existing problems includes modernization of business by using combination of holistic marketing elements to create business concept which will provide conditions for improving competitiveness of agricultural producers. The conclusion has indicated the necessity of a new marketing approach for small scale producers in order to meet the challenges o...f modern business.
Ključne reči:
Republic of Serbia / producer organizations / Holistic marketing / agri-food supply chain / agricultural producersIzvor:
Ekonomika poljoprivrede, 2022, 69, 4, 1109-1124Izdavač:
- Naučno društvo agrarnih ekonomista Balkana, Beograd, Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt
Institucija/grupa
Fakultet poslovne ekonomijeTY - JOUR AU - Dašić, Toma AU - Mihić, Svetlana AU - Šmelcerović, Miodrag PY - 2022 UR - https://redun.educons.edu.rs/handle/123456789/459 AB - The purpose of this paper is to analyze business concept of agricultural producers in Serbia and to show the necessity to define a new concept based on a holistic marketing approach. The components of holistic marketing are viewed from the standpoint of small scale fresh food producers in Serbia as economic entities. Analysis of current business situation, position of Serbian agricultural producers in agri-food supply chain and problems which they are facing are defined. Results of the analysis show the existing business orientation of producers and reveal their views regarding future business orientation. A presented solution to overcome the existing problems includes modernization of business by using combination of holistic marketing elements to create business concept which will provide conditions for improving competitiveness of agricultural producers. The conclusion has indicated the necessity of a new marketing approach for small scale producers in order to meet the challenges of modern business. PB - Naučno društvo agrarnih ekonomista Balkana, Beograd, Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt T2 - Ekonomika poljoprivrede T1 - Application of Holistic marketing in the formulation of a business concept of agricultural producers from south Serbia EP - 1124 IS - 4 SP - 1109 VL - 69 DO - 10.5937/ekoPolj2204109D UR - conv_1148 ER -
@article{ author = "Dašić, Toma and Mihić, Svetlana and Šmelcerović, Miodrag", year = "2022", abstract = "The purpose of this paper is to analyze business concept of agricultural producers in Serbia and to show the necessity to define a new concept based on a holistic marketing approach. The components of holistic marketing are viewed from the standpoint of small scale fresh food producers in Serbia as economic entities. Analysis of current business situation, position of Serbian agricultural producers in agri-food supply chain and problems which they are facing are defined. Results of the analysis show the existing business orientation of producers and reveal their views regarding future business orientation. A presented solution to overcome the existing problems includes modernization of business by using combination of holistic marketing elements to create business concept which will provide conditions for improving competitiveness of agricultural producers. The conclusion has indicated the necessity of a new marketing approach for small scale producers in order to meet the challenges of modern business.", publisher = "Naučno društvo agrarnih ekonomista Balkana, Beograd, Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt", journal = "Ekonomika poljoprivrede", title = "Application of Holistic marketing in the formulation of a business concept of agricultural producers from south Serbia", pages = "1124-1109", number = "4", volume = "69", doi = "10.5937/ekoPolj2204109D", url = "conv_1148" }
Dašić, T., Mihić, S.,& Šmelcerović, M.. (2022). Application of Holistic marketing in the formulation of a business concept of agricultural producers from south Serbia. in Ekonomika poljoprivrede Naučno društvo agrarnih ekonomista Balkana, Beograd, Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt., 69(4), 1109-1124. https://doi.org/10.5937/ekoPolj2204109D conv_1148
Dašić T, Mihić S, Šmelcerović M. Application of Holistic marketing in the formulation of a business concept of agricultural producers from south Serbia. in Ekonomika poljoprivrede. 2022;69(4):1109-1124. doi:10.5937/ekoPolj2204109D conv_1148 .
Dašić, Toma, Mihić, Svetlana, Šmelcerović, Miodrag, "Application of Holistic marketing in the formulation of a business concept of agricultural producers from south Serbia" in Ekonomika poljoprivrede, 69, no. 4 (2022):1109-1124, https://doi.org/10.5937/ekoPolj2204109D ., conv_1148 .