Marketing channels in value creation and delivery of cheese in the Republic of Serbia
Keywords:
cheese, marketing channels, agriculture, marketing, commerce
Abstract
Although the use of various forms of marketing channels is increasing within agricultural marketing, there have been only a limited number of research efforts exploring the influencing factors on the structure of agricultural marketing channels and the decisions to select individual intermediaries. Due to the specific nature of agricultural production and its products, complex transportation and storage problems require a greater number of intermediaries in their movement from producer to consumer. Management of sales channels is an important factor for the success of farmers, so it is necessary to evaluate the impact of changes in the environment on them. In order to adapt sales to the demands of the contemporary market, cheese producers are faced with the dilemma of expanding existing sales channels, adding modern channels to existing traditional channels, or making more radical changes to the market. This paper defines the distribution methods and key players in cheese delivery that should point to strengthening the competitiveness of producers in the global market.
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4. Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. (2006). Marketing Channels. (7th ed.) Prentice Hall.
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8. Kaplinsky, R., Morris, M. (2001). A Handbook For Value Chain Research, International Development Research Centre, Practical Action Publishing, Warwickshire
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14. Lovreta, S., Radunović, D., Kalinić, V., (1991.) Marketing u trgovini, Ekonomski fakultet Beograd
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21. Milisavljević,M. (1989). Marketing. Beograd: Savremena administracija.
22. Nikolić, M., Popović, A. (2016). Uloga kanala marketinga u prevazilaženju nesklada na tržištu poljoprivrednih proizvoda, Marketing, vol. 47, br. 1, str. 21-28.
23. Palombo, V. (2009). Disiging Marketing Channels for Global Expansion. Marketing Management Journal, Vol. 19, Iss.2, pp.64-71.
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25. Radosavljević K, (2018). Kanali marketinga poljoprivrednih proizvoda, IEN, Beograd, str. 54
26. Rolnicki, K. (1998). Managing Channels of Distribution, AMACOM, New York
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28. Szopa P., Pękała W. (2012). Distribution channels and their roles in the enterprise, Polish Journal of Management Studies, Vol.6, p.143-150
29. Stanković, Đ. Lj. (2014). Trgovinska revolucija – Novi odnosi snaga u kanalima marketinga, Čigoja štampa, Beograd
30. Tihi, B., Čičić, M., Brkić, N. (2006). Marketing, Ekonomski fakultet u Sarajevu
31. Vasiljev S. i Sudarević, T.(2014). Marketing principi, Prometej, Novi Sad
32. Zwart-Tony, McLeay F. (1997). Agricultural Marketing Channels: Determinants of Contract Choice, Discussion paper No.32, Department of Economics and Marketing, Lincoln University, Canterbury, p.1-20
Internet sources:
1. http://progressivemagazin.rs/online/sirevi/, accessed 8.9.2019.
2. Zakon o trgovini (Sl. glasnik RS br. 53/2010) accessed 8.9.2019. from:
https://www.paragraf.rs/propisi/zakon_o_trgovini.html
Published
2020-06-27
How to Cite
Petković, G., & Užar, D. (2020). Marketing channels in value creation and delivery of cheese in the Republic of Serbia. Anali Ekonomskog Fakulteta U Subotici, 56(43), 101-115. https://doi.org/10.5937/AnEkSub2001101P
Issue
Section
Review article
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