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Comunicazione e mercato alimentare
Author/s: Fausto Cantarelli 
Year:  2001 Issue: Language: Italian 
Pages:  22 FullText PDF:  55 KB

A pre-requisite of the dynamic market is the widespread use of advertising, which is within the reach of large companies, while small ones have to incur excessive costs; this market is characterised by an excess of supply over demand, so that foods which are not advertised are difficult to place on the market and when they are placed, they are penalised in terms of their price, as in the case of typical products with a small volume of supply. These mechanisms, and advertising in particular, have driven companies to increase the size of their business, in order to benefit from economies of scale, and the markets to enlarge surfaces extended as far as globalisation. Large companies and large markets orient production towards standard foods that do not come up against local discrimination, as happens for those that are typical of a particular area. For typical products, it is necessary to develop the concentration of demand, increase the level of food culture and organise the markets so that demand always exceeds supply in order to get back to acceptable prices.

Fausto Cantarelli, in "ECONOMIA AGRO-ALIMENTARE" 3/2001, pp. , DOI:


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