دانلود مقاله ISI انگلیسی شماره 2405
عنوان فارسی مقاله

جهان میان فردی بازاریابی مستقیم : بررسی قراردادهای کیفیت در بازارهای کشاورزان بریتانیا

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
2405 2006 12 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
The interpersonal world of direct marketing: Examining conventions of quality at UK farmers’ markets
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Rural Studies, Volume 22, Issue 3, July 2006, Pages 301–312

کلمات کلیدی
- جهان بین فردی ’ - زنجیره تامین مواد غذایی - بازارهای کشاورزان -
پیش نمایش مقاله
پیش نمایش مقاله جهان میان فردی بازاریابی مستقیم : بررسی قراردادهای کیفیت در بازارهای کشاورزان بریتانیا

چکیده انگلیسی

Inherent within emerging new food supply chains (FSCs) in the UK in recent years, and in particular those based upon direct marketing, is the (re)connection of production–consumption processes and concomitantly producers and consumers. New forms of connection are apparent, as food produce is differentiated on the basis of quality constructs which are often linked both to the place and nature of its production, but also to the exchange context. As a result, quality evaluation has become increasingly complex and heterogeneous, necessitating context-specific examinations of its mediation. This paper seeks to do this through its examination of producers and consumers at farmers’ markets (FMs). Utilising the framework of Conventions Theory, it assesses how producers and consumers coordinate their mutual expectations in order to circumvent the uniform standards of ‘conventionally’ produced food and create new production–consumption spaces. In so doing, the notion of a Regard Convention is suggested as a means of acknowledging the non-economic benefits of FSCs that are underpinned by direct marketing and, in particular, those that involve face-to-face interaction between the participants concerned.

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