Open AccessSürdürülebilir Tarımsal Pazarlama Girişimleri
Author(s) -
Hakan Adanacıoğlu
Publication year - 2015
Publication title -
türk tarım - gıda bilim ve teknoloji dergisi
Language(s) - English
Resource type - Journals
ISSN - 2148-127X
DOI - 10.24925/turjaf.v3i7.595-603.446
Subject(s) - business , agricultural marketing , marketing , agriculture , marketing management , government (linguistics) , sustainable development , civil society , sustainable agriculture , business to government , return on marketing investment , relationship marketing , political science , politics , ecology , linguistics , philosophy , law , biology
Sustainable marketing is a holistic approach that puts equal emphasis on environmental, social equity, and economic concerns in the development of marketing strategies. The purpose of the study is to examine and discuss the sustainable agricultural marketing initiatives practiced throughout the World and Turkey, and to put forth suggestions to further improve the performance of agricultural marketing initiatives in Turkey. Some of the sustainable agricultural marketing initiatives practiced around the world are carried out through civil organizations. Furthermore; some of these initiatives have also launched by farmers, consumers, food processors and retailers. The long-term strategies to increase these initiatives should be determined due to the fact that examples of successful sustainable agricultural marketing initiatives are inadequate and cannot be spread in Turkey. In this context, first of all, the supports provided by the government to improve agricultural marketing systems, such as EU funds for rural development should be compatible with the goals of sustainable marketing. For this purpose, it should be examined whether all proposed projects related to agricultural marketing meet the social, economic, and environmental principles of sustainable marketing. It is important that supporting organizations, especially civil society organisations, should take an active role for faster dissemination and adoption of sustainable agricultural marketing practices in Turkey. These organizations may provide technical assistance in preparing successful project proposals and training to farm groups. In addition, the other organizations, such as local administrations, producers' associations, cooperatives, can contribute to the success of sustainable agricultural marketing initiatives. The use of direct marketing strategies and vertical integration attempts in sustainable agricultural marketing initiatives that will likely be implemented in Turkey is important in terms of the success of the initiatives. It's also essential to bring to the fore the various themes, such as regional delicacies, safe production methods, human and environmental health, regionalism, regional artisanship, and biodiversity to cultivate a successful marketing strategy in promotional activities of sustainable agricultural marketing initiatives.