An Essay on Characteristics of Alternative Marketing

The alternative marketing can be defined a face to face regional marketing that commodities are traded based on mutual trust and understanding which have been accumulated through relationships formation and interaction between producers and consumers. Essences of an alternative marketing are formation, expansion and solidarity of relationships between producers and consumers, mutual trust and communication, and cooperation. Based on these, it makes it's principle to trade regionally and shorten food mileage and psycho-social distance. For example, there are local food direct stores, local food markets, farmer's markets, food package sales, CSA, local food school or public meal and so on. In alternative marketing, the relationship among them is especially considered very important in marketing process, not just a flow of commodities.

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