Интегрирани маркетингови комуникации на пчеларските стопанства
Integrated Marketing Communications of Beekeeping Farms
Author(s): Lyubomir LyubenovSubject(s): Economy, Micro-Economics, Marketing / Advertising, Socio-Economic Research
Published by: Великотърновски университет „Св. св. Кирил и Методий”
Keywords: integrated; communications; regional; advertising constants
Summary/Abstract: The study finds that on the one hand beekeeping is difficult to implement integrated marketing communications due to more difficult application of communication tools – advertising, personal sales, andsales promotion. On the other hand, they also have less well-represented advertising constants. EU agricultural policy supports the implementation of integrated marketing communications from beekeeping farms through the formation of infrastructure and services, legislation, media environment and bee products with high added value. Beekeeping farms must invest primarily in public relations and direct marketing, and as advertising constants can use regional varieties, breeds, technologies, geographical indications, know-how, certification to a certain standard, as they represent the uniqueness of regional bee products.
Journal: Социално-икономически анализи
- Issue Year: 2020
- Issue No: 2
- Page Range: 175-183
- Page Count: 9
- Language: Bulgarian