Bedeutung und Vermarktung von Bioprodukten

Introductory, the diploma thesis „Meaning and marketing of organic products” informs about the development of organic agriculture in Austria and in the European Union as well as about the economic significance of organic products (for example effects on employment, rural development, tourism). Afterwards, it describes the organizational structure of the biological agriculture. The chapter “Marketing” constitutes the main part of the diploma thesis. The author describes the suppositions for a success on the market for the suppliers on the one hand and the conditions for the consumers on the other hand. Subsequent to the treatment of the 4 P’s (place, promotion, product and price), the role of the internet for organic products is examined. As an example, the Austrian Country Market is described. Finally, the author takes a look at further developments, future prospects and challenges for organic products.