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Abstract
The aim of this work is striving to achieve a viewpoint on cherry marketing
channel structure, as well as to disply the lackings of its organization. Merchandise
structures of basic food and agricultural products are differ in marketing channel
organization. This leads to the necessity of viewing the specificity for each
agricultural product. Also, the position of marketing channel in marketing strategy
of agro companies is established. Preconditions are defined for successful create of
cherry marketing channel with examples from business of Jugoprom d.o.o.
enterprise and Arilje Cooperative.