Specyfika marketingu w agrobiznesie. Przegląd koncepcji
Specificity of Marketing in Agribusiness. Overview of the Concept

Summary/Abstract: The purpose of the discussion is to present the specificity of agribusiness and the range of marketing instruments used in the food market. The article reviews various concepts of food economy, marketing definitions in agribusiness. It was indicated the existence of mutual substitutive and complementary relationships between marketing instruments. It was established that the need for a different approach to marketing food products was due primarily to the specificity and heterogeneity of individual food business cells.

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