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La démarche marketing dans le domaine de la viande bovine : le cas de la génisse Aubrac-Charolais

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  • Coquart, Dominique

Abstract

Is it possible to make use of a « marketing » approach to solve the problems of a meat producing business ? The writer examines the consequences of the former practices of a small cooperative in the North of the Aveyron, and the problems encountered in introducing a « marketing » approach, problems concerning the estimation of demand, the cooperative regulations, the natural and human environment, the very mixed quality of the young animals, and the various partners lack of awareness of the problems of marketing. A a «marketing» approach brings about a change in the relationships between farmers, farming organizations and the cooperative. A knowledge of the market is the most important factor ; the perfecting of techniques is a secondary consideration.

Suggested Citation

  • Coquart, Dominique, 1976. "La démarche marketing dans le domaine de la viande bovine : le cas de la génisse Aubrac-Charolais," Économie rurale, French Society of Rural Economics (SFER Société Française d'Economie Rurale), vol. 114.
    • Handle: RePEc:ags:ersfer:350962
    DOI: 10.22004/ag.econ.350962
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    Keywords

    Marketing; Livestock Production/Industries;

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