@article{Dalibor:206919,
      recid = {206919},
      author = {Dalibor, Dončić and Nenad, Perić and Radivoj, Prodanović},
      title = {HOLISTIC MARKETING IN THE FUNCTION OF COMPETITIVENESS OF  THE APPLE PRODUCERS IN BOSNIA AND HERZEGOVINA},
      journal = {Economics of Agriculture},
      address = {2015-06},
      number = {297-2016-3681},
      series = {Economics of Agriculture 2/2015},
      pages = {15},
      year = {2015},
      note = {Original scientific paper},
      abstract = {The aim of the work is the analysis of current business  situation in which the apple producers
in Bosnia and  Herzegovina are positioned with development and use of  holistic marketing
concept as a model for improving the  competitiveness of apple producers in Bosnia  and
Herzegovina. The methodology, which is applied in this  work, is a combined qualitative and
quantitative research  technique. The in-depth interview is used for qualitative  research, and
for quantitative research the analysis of the  import, export, production, trade and the cash
flow data,  available from statistical agencies, were used. The results  showed that the new,
developing, apple production strategy  is necessary in order to correspond to the  business
challenges of the 21st century. In the new model  of developing, it is suggested that the holistic
approach  to marketing has the central role. Holistic marketing, with  its elements, has a
potential to improve competitiveness on  the domestic market and to create conditions for
stable  development of the apple production in Bosnia and  Herzegovina.},
      url = {http://ageconsearch.umn.edu/record/206919},
      doi = {https://doi.org/10.22004/ag.econ.206919},
}