Commercialisation de la viande bovine : problèmes d'application de la démarche marketing

- Marketing techniques are necessary and possible in the beef field, but they are encountering certain difficulties in their application. They are necessary because of the state of the market and the gap that often exists in the modern circuit, between the structure and the strategy of the firms. Whether it concerns a traditional production or baby-beef production, or the processing of these products, marketing implies that consumers' demand should be taken into consideration and that a suitable product should be developed, and sold. The difficulties arise from the structure and behaviour of the firms, the nature of the product and the practices of those who participate in the artisanal circuit.