Marketing strategy in the coordination and promotion of local products.

Résumé

Abstract

This article examines marketing strategy in coordinating and promoting local products, as well as research avenues for the new marketing of these products. Based on a thorough analysis of the specifics of local product marketing, the key determinants affecting their consumption, and consumer profiles associated with these products, this study offers valuable insights for the development of effective marketing strategies in this field. The research methodology includes a literature review exploring pathways for new marketing of local products. The findings highlight the growing importance of authenticity, provenance, and sustainability of food products for consumers, as well as the challenges faced by industry players, such as standardization of practices and competition from large agri-food industries. By adopting innovative approaches and strengthening collaboration between producers and distributors, it is possible to overcome these obstacles and effectively promote these products in the market. This study thus contributes to understanding the crucial role of marketing in promoting local products and identifying avenues for their economic and social development within food systems and local economies.Haut du formulaire

Keywords: Local products, Marketing strategy, Marketing determinants, Consumer profiles, Authenticity, Economic development, Social development.