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Direktvermarktung von Lebensmitteln: Marketingkonzepte in der landwirtschaftlichen Direktvermarktung von Milch am Beispiel Mecklenburg-Vorpommern

Direktvermarktung von Lebensmitteln: Marketingkonzepte in der landwirtschaftlichen Direktvermarktung von Milch am Beispiel Mecklenburg-Vorpommern

          
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About the Book

Die früher dominierende Direktvermarktung von Lebensmitteln erfährt nach Jahrzehnten der zunehmenden Bedeutungslosigkeit in jüngster Zeit wieder erhöhten Zuspruch, wodurch sich der zusätzliche Bedarf wissenschaftlicher Untersuchungen erklärt. Die vorliegende Untersuchung bietet dabei anwendungsbezogene Ergebnisse über Situation, Rahmenbedingungen und Marketingmanagement der landwirtschaftlichen Milch-Direktvermarktung. Ziel dieser Studie war es, einen grundlegenden Einblick in die landwirtschaftliche Milch-Direktvermarktung zu vermitteln, sowie als zentrales Anliegen den Entwicklungsstand der Milch-Direktvermarktung am Standort Mecklenburg-Vorpommern festzustellen und geeignete Möglichkeiten der Milch-Direktvermarktung aufzuzeigen. Der Autor erlangte neben aktualisierten Literaturergebnissen durch Gespräche mit aktiven Milch-Direktverkäufern in Mecklenburg-Vorpommern mittels Fragebogen qualitative Einblicke in die gegenwärtige Praxis. Die veränderten Anforderungen, denen sich Direktvermarkter in der heutigen Zeit stellen müssen, kristallisieren sich durch die anschließende Diskussion unter Anwendung des Benchmarkings mit Best-Practice-Beispielen Handlungsempfehlungen heraus. Das Werk stellt somit eine einzigartige Marketinghilfe mit regionaler Bezugnahme am Beispiel Milch dar, welche aber auch auf die überregionale Ebene sowie auf andere Agrarprodukte übertragen werden kann. Es stellt eine Orientierungshilfe für (Milch-) Direktvermarkter oder Interessierte dar und soll somit einen möglichen Beitrag zur Optimierung und Professionalisierung der landwirtschaftlichen (Milch-) Direktvermarktung leisten.
About the Author: Josef Kerber, B. Sc., wurde 1981 in Immenstadt im Allgäu geboren. Nach seiner Berufsausbildung zum Landwirt, die er 2005 mit der Meisterprüfung abschloss, entschied sich der Autor, seine fachlichen Qualifikationen im Bereich der Agrarwissenschaften durch ein Studium weiter auszubauen. Das Bachelorstudium der Agrarwirtschaft an der Hochschule Neubrandenburg schloss er im Jahre 2013 mit dem Schwerpunkt der Wirtschaftswissenschaften erfolgreich ab. Bereits während des Studiums entwickelte der Autor ein besonderes Interesse an statistischen Methoden sowie an zukünftigen Entwicklungen im 'Marketingmanagement in der Agrar- und Ernährungswirtschaft', was er durch studienbegleitende Praktika unterstreichen und vertiefen konnte.


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Product Details
  • ISBN-13: 9783958505575
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Marketingkonzepte in der landwirtschaftlichen Direktvermarktung von Milch am Beispiel Mecklenburg-Vorpommern
  • Width: 178 mm
  • ISBN-10: 3958505570
  • Publisher Date: 11 Sep 2014
  • Height: 254 mm
  • No of Pages: 136
  • Spine Width: 7 mm
  • Weight: 249 gr


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Direktvermarktung von Lebensmitteln: Marketingkonzepte in der landwirtschaftlichen Direktvermarktung von Milch am Beispiel Mecklenburg-Vorpommern
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Direktvermarktung von Lebensmitteln: Marketingkonzepte in der landwirtschaftlichen Direktvermarktung von Milch am Beispiel Mecklenburg-Vorpommern
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