MODEL FOR ORGANIZING JOINT MARKETING ACTIVITIES BY AGRICULTURAL PRODUCERS

Farmers have little market power and improving their market positions can be achieved by organizing and implementing joint marketing activities. Joint marketing activities contribute to addressing the market challenges faced by Bulgarian farmers. The purpose of the article is to propose a model for organizing and conducting joint marketing activities. Implementation of joint marketing activities can only be achieved if successful management models are developed in agribusiness. The correct design of the interaction between independent agricultural holdings requires the construction of relevant structures to which specific rights and responsibilities for the implementation of joint marketing activities will be delegated. The activities themselves are implemented through the management functions - planning, organizing, implementation, and control.