• Beba Rakić, PhD Faculty of Business Studies, Megatrend University
  • Mira Rakić, PhD Faculty of Business Studies, Megatrend University


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, differentiation and marketing mix management.


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How to Cite
RAKIĆ, Beba; RAKIĆ, Mira. ORGANIC FOOD MARKETING MANAGEMENT. Economics of Agriculture, [S.l.], v. 56, n. 3, p. 453-468, sep. 2009. ISSN 2334-8453. Available at: <>. Date accessed: 03 dec. 2020.