HOLISTIC MARKETING IN THE FUNCTION OF COMPETITIVENESS OF THE APPLE PRODUCERS IN BOSNIA AND HERZEGOVINA Reportar como inadecuado




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The aim of the work is the analysis of current business situation in which the apple producersin Bosnia and Herzegovina are positioned with development and use of holistic marketingconcept as a model for improving the competitiveness of apple producers in Bosnia andHerzegovina. The methodology, which is applied in this work, is a combined qualitative andquantitative research technique. The in-depth interview is used for qualitative research, andfor quantitative research the analysis of the import, export, production, trade and the cashflow data, available from statistical agencies, were used. The results showed that the new,developing, apple production strategy is necessary in order to correspond to the businesschallenges of the 21st century. In the new model of developing, it is suggested that the holisticapproach to marketing has the central role. Holistic marketing, with its elements, has apotential to improve competitiveness on the domestic market and to create conditions forstable development of the apple production in Bosnia and Herzegovina.

Keywords: holistic marketing ; competitiveness ; producers ; apple

Variant title: HOLISTIČKI MARKETING U FUNKCIJI KONKURENTNOSTI PROIZVOĐAČA JABUKE U BOSNI I HERCEGOVINI

Editor(s): Cvijanovic, Drago

Subject(s): Agribusiness

Institutional and Behavioral Economics

Marketing

Issue Date: 2015-06

Publication Type: Journal Article

DOI and Other Identifiers: UDC 338.43:63 CIP 33:63(497.11) ISSN 0352-3462 COBISS.SR-ID 27671 (Other)

PURL Identifier: http://purl.umn.edu/206919 Published in: Economics of Agriculture, Volume 62, Number 2 Page range: 309-323

Total Pages: 15

JEL Codes: Q13; M31

Note: Original scientific paper

Series Statement: Economics of Agriculture 2/2015

UDC: 339.138:634.11(497.6)

Record appears in: Institute of Agricultural Economics, Belgrade - Serbia > Economics of Agriculture

Economics of Agriculture

Economics of Agriculture





Autor: Dalibor, Dončić ; Nenad, Perić ; Radivoj, Prodanović

Fuente: http://ageconsearch.umn.edu/record/206919?ln=en







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