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Agricultural Direct Marketing And Rural Development



    () (Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Sfântu Gheorghe, Romania)


    (Faculty of Business, Babes-Bolyai University Cluj-Napoca, Cluj-Napoca, Romania)


AAgricultural direct marketing implies the selling of agricultural, mainly horticultural products directly to the public either through on-farm markets (farm-shops), community-based farmers’ markets, or post, electronic mail and internet web order. These types of distribution channels can supply customers with fresh, ripen and healthy produce without the physical and social costs of transportation. In our view direct marketing alone is not competitive enough, as it should combine innovation with the complexity of multifunctional agriculture, rural development and countryside management. The synergies from decreasing local unemployment, entertainment and rural education (edutainment) of city dwellers, local craft products, organic production, pick-your-own (PYO) and agritourism can balance out the above mentioned disadvantages. The important barriers are the increasing rural traffic, a certain degree of environmental contamination and the limitation of the role of professional marketers and dealers. Direct marketing deserves state subsidies in the preliminary phase of implementation.

Suggested Citation

  • Raduly Istvan & Partenie Dumbrava, 2009. "Agricultural Direct Marketing And Rural Development," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
  • Handle: RePEc:bbn:journl:2009_3_17_raduly

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    File Function: Revised version, 2009
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    More about this item


    direct marketing; rural development; agricultural products;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R19 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Other


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