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The Promotion and Marketing of Qulaity Products from Disadvantaged Rual Areas.
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2000-11-01
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McDonagh, P., Commins, P.The Promotion and Marketing of Qulaity Products from Disadvantaged Rual Areas, End of Project reports, Teagasc, 2000.
Abstract
The present study was part of a project co-funded under the EU’s Fifth Framework
Programme. The project was concerned with 12 ‘lagging rural regions’ in six countries
of the EU and, specifically, with the strategies, structure and policies used to support
the successful marketing and promotion of quality products and services in these
regions. Its aims were:
– to identify current marketing strategies and promotional activities among
small and medium enterprises (SMEs) with special reference to the use
of regional imagery in marketing quality products and services;
– to explore consumer perceptions in relation to the purchase of quality
products and services from specific lagging regions;
– to identify the strategies and practices of the main institutional
structures (e.g., local authorities, development agencies, marketing
organisations) in supporting the marketing of quality products and
services;
– to bring forward ideas for the future development of regional quality
products and services.