EUROPEAN TRADITIONAL FOOD PRODUCERS AND MARKETING CAPABILITIES: AN APPLICATION OF MARKETING MANAGEMENT PROCESS

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Banterle, Alessandro; Cavaliere, Alessia; Stranieri, Stefanella; Carraresi, Laura;
(2009)
  • Subject: marketing management capabilities, SMEs, traditional products, food sector, Agricultural and Food Policy, Marketing,

The purpose of this paper is to evaluate the marketing management capabilities of SMEs producing traditional food products, in order to analyse the market orientation of SMEs in the food industry. Following the theoretical approach of Market Orientation, our analysis is... View more
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