engleski

The Importance of Food Marketing to Recovering Economies: An Assessment from the Balkans

The Balkan countries have suffered centuries of ethnic strife, military discord and human suffering. Wars, coinciding with the recent dissolution of the former Yugoslavia, have contributed substantially to the tragic legacy of the region. Destruction, discord and suffering are not, however, the focus of this study. Rather our objective is to determine what contributions marketing can make to the recovery and stability of the region. More specifically, the purpose of the study ultimately is to invoke policy recommendations to enhance socioeconomic stability in war-ravaged, transition economies, through food marketing and agribusiness development. We share findings from a longitudinal, multi-method, multi-country study ; our subset of scholarly assessment is the food marketing system in the Balkans, with primary scholarly analysis of the countries that comprised the former Yugoslavia.

Food Marketing; Recovering Economies; Balkan

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