Some Items on Marketing Agricultural Products in the Republic of Serbia

Ćurčić, Nikola and Simonović, Zoran (2019) Some Items on Marketing Agricultural Products in the Republic of Serbia. In: Sustainable Agriculture and Rural Development in Terms of the Republic of Serbia Strategic Goals Realization within the Danube Region : sustainability and multifunctionality. Institute of Agricultural Economics, Belgrade, pp. 640-654. ISBN 978-86-6269-067-8

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Abstract

In this paper, the necessity of identifying problems of the organization of marketing of agricultural products of the Republic of Serbia is treated. The exemption comes from the fact that marketing can be presented through a process of several steps (attention, interest, desire and action), and usually starts from a marketing process of a product, service, or organization. Most of the current marketing processes of organizations relates to the task of retaining permanent clients through activities of creating relationships between consumers, improving customer service, better representing the benefits of products and services, etc. In the given sense, marketing of agricultural products is also considered. It is believed that modern agrarian production of Serbia is unimaginable without adequate marketing approaches that involve engaged agrarian entrepreneurs, sophisticated equipment and flexible transport networks. The agrarian entrepreneur should be incorporated into a chain that includes production, processing, turnover, banking transactions and science. Such agrarian entrepreneur must also be educated and prepared for modern agribusiness. Only in this way, and in accordance with natural conditions, already abandoned agricultural land can be used again and again, but only for the production that is in the mentioned agro-industrial chain. It is understood that the ultimate goal should be not only domestic, but above all the world market. The fact is that these processes are complex and require that marketing has a certain level of development. In addition, credit, tax, educational and other systems that influence the development of agricultural products are also important.

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