BETTER ECONOMICAL RESULTS THROUGH BETTER MARKETING

Marketing not only means better selling, better handling of customer r elations, or special creativity in details. Marketing is a basic attit ude towards thinking which requires proper management and technical re alization by an appropriate marketing mix of the individual spheres of action. In addition, there is need for very thorough market research, reporting of market prices, and market analysis based on available da ta. Planning, not in the sense of a planned economy but in one of an o rderly completion of decision processes, is required. Especially by us ing a systematical approach, single public forestry enterprises and fo restry administrations, because of the given mixture of profit and non profit domain, many possibilities to provide a differentiated offer of products and services. All this contributes to the ability to compete successfully, with the prime objective being to keep the enterprise g oing. Because of the present situation, this is urgently needed for Ce ntral Europe's forestry.