ПРОМОЦИОНАЛНА СТРАТЕГИЯ В ПРЕДПРИЯТИЯТА ОТ АГРОБИЗНЕСА
PROMOTIONAL STRATEGY IN AGRIBUSINESS ENTERPRISES

Author(s): Boyana Boyanova
Subject(s): Economy, Business Economy / Management, Agriculture, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: Promotional strategy; agricultural company; personal sales; advertising; strategies
Summary/Abstract: This study examines the current need for a new approach to promotional strategies in agribusiness, in the context of digitalisation, changing consumer attitudes, and increased competition. The aim is to outline the role and importance of promotion in fostering sustainable market behaviour among agribusinesses and to propose effective implementation options. The results indicate that a promotional strategy should combine push and pull elements, be based on communication aimed at fostering long-term customer relationships, and utilise the promotional mix optimally according to the product, market, and available resources. In conclusion, the roles of loyalty, brand identity, and personalised marketing are emphasised for practical implementation in the agricultural sector.

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