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2020, vol. 67, iss. 3, pp. 895-911
Applying marketing concepts in cheesemaking business entities in the Republic of Serbia
aUniversity of Novi Sad, Faculty of Agriculture
bDevelopment fund of the Autonomous Province of Vojvodina, Novi Sad

emailradojevic.vuk@polj.uns.ac.rs, dubravka.uzar@gmail.com, izabelamugosa@gmail.com
Keywords: marketing; MSME in the Republic of Serbia; valueadded; cheese
Abstract
Main objective of the research is to identify role and position of marketing in business practice in micro, small and medium-sized enterprises (MSME) in the Republic of Serbia. Since cheese is a value-added product, cheesemaking takes a significant position in country's food chain and represents a significant revenue generator for every participant in the production cycle. Lack or insufficient usage of marketing decreases the possibilities of efficient and effective use of resources and minimizes cheesemakers' competitive advantage. The research has been conducted in the form of a questionnaire by using a random sample of 39 business entities in the territory of the Republic of Serbia. Research results indicate that marketing is at a peripheral position in the business practice of the analysed business entities. Main precondition for marketing concept implementation is introduction of marketing function and formalized process of marketing planning integrated into corporate planning system and supported by each level of management structure.
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About

article language: English
document type: Original Scientific Paper
DOI: 10.5937/ekoPolj2003895R
published in SCIndeks: 02/10/2020
peer review method: double-blind
Creative Commons License 4.0