ORGANIC FOOD MARKETING MANAGEMENT
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Growing competition forces organizations to adopt marketing orientation in
order to stay competitive. The purpose of this paper is to explore organic food
marketing management. Main challenges in organic food marketing are marketing
orientation, attitudes of organizations and consumers toward organic food, income,
relation marketing, food safety, high price, sales infrastructure – distribution and
promotion. Consumers' selections of organic foods are influenced by many factors
including health concerns, environment, lifestyle, food quality, price and
consumer's level of personal disposable income. The most important marketing
decisions are: targeting, positioning, diferentiation and marketing mix
management.