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2009•RePEc: Research Papers in EconomicsOpen access

ORGANIC FOOD MARKETING MANAGEMENT

Beba Rakić, Mira Rakić, Rakic, Beba, Rakic, Mira

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Abstract

Growing competition forces organizations to adopt marketing orientation in order to stay competitive. The purpose of this paper is to explore organic food marketing management. Main challenges in organic food marketing are marketing orientation, attitudes of organizations and consumers toward organic food, income, relation marketing, food safety, high price, sales infrastructure – distribution and promotion. Consumers' selections of organic foods are influenced by many factors including health concerns, environment, lifestyle, food quality, price and consumer's level of personal disposable income. The most important marketing decisions are: targeting, positioning, diferentiation and marketing mix management.

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What this paper is about

Growing competition forces organizations to adopt marketing orientation in order to stay competitive. The purpose of this paper is to explore organic food marketing management. Main challenges in organic food marketing are marketing orientation, attitudes of organizations and consumers toward organic food, income, relation marketing, food safety, high price, sales infrastructure – distribution and promotion. Consumers' selections of organic foods are influenced by many factors including health concerns, environment, lifestyle, food quality, price and consumer's level of personal disposable income. The most important marketing decisions are: targeting, positioning, diferentiation and marketing mix management.

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Available abstract

Growing competition forces organizations to adopt marketing orientation in order to stay competitive. The purpose of this paper is to explore organic food marketing management. Main challenges in organic food marketing are marketing orientation, attitudes of organizations and consumers toward organic food, income, relation marketing, food safety, high price, sales infrastructure – distribution and promotion. Consumers' selections of organic foods are influenced by many factors including health concerns, environment, lifestyle, food quality, price and consumer's level of personal disposable income. The most important marketing decisions are: targeting, positioning, diferentiation and marketing mix management.

Key concepts: Marketing, Marketing management, Business, Marketing mix, Marketing strategy, Return on marketing investment, Marketing research, Marketing effectiveness

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