Integrated Marketing Approach as a Rural Development Tool

Abstract

Rural development consists of a wide variety of new activities such as the production of high quality and region-specific products with a particular regional image, nature conservation and landscape management, rural tourism and the development of short food supply chain (SFSC). In order to provide the rural development, there is a strong interaction among the producer, manufacturer, marketer, government official and consumers. In other words, the farmers should attitude rationally with a production model protecting the generic and rural sources, stimulating the rural potential and spurring the rural development by considering the effective production planning and farm management at the agricultural food production circulation. On the other hand, at the marketing line, the marketers should design/process the food products by accounting the consumers purchase models, as well. In order to do so, it should be analyzed the target consumer markets, and determined the consumers purchase attitude and behaviours towards the food products along with their purchase powers due to production and consumption effectiveness.