New tendencies in developing marketing strategies for the fruit-growing sector

Cristina Gabriela Dumitru ()
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Cristina Gabriela Dumitru: Faculty of Agro-Food and Environmental Economics, The Bucharest University of Economic Studies, Romania

International Conference on Competitiveness of Agro-food and Environmental Economy Proceedings, 2015, vol. 4, 279-284

Abstract: After more than two decades since the events on December 1989 and nine years after the integration into the European Union, Romania is still a country that faces a multitude of problems regarding its alignment with the EU’s agricultural sector. The current paper presents the situation of the fruit-growing sector nowadays and focuses new ideas and proposed marketing practices towards developing this sector. Agri-food marketing has a significant importance due to the place occupied by agriculture in Romania’s economy. In modern conception, marketing implies not only satisfying consumption need, but also has the purpose of accomplishing this challenge, as well as the impact of long term consumption. Thus, the study of the fruit-growing problem in Romania becomes important, a sector on the downfall after the events in 1989, sector that has to be revitalized through implementing a new themed subprogram regarding the competitive growth of the fruit-growing sector. This paper presents a new marketing model that can be utilized towards promoting local fruit-growing produce, meaning integrated marketing. The local fruit-farming offer does not meet the internal necessary requirements. By applying this new marketing idea, you can ensure Romania’s fruitfarming produce competitiveness in the European market.

Keywords: fruit growing; marketing; competitiveness; agri-food sector. (search for similar items in EconPapers)
Date: 2015
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