The integrated marketing approach as a rural development tool.

Rural development consists of a wide variety of new activities such as the production of

high quality and region-specific products with a particular regional image, nature

conservation and landscape management, rural tourism and the development of short food

supply chain (SFSC). In order to provide the rural development, there is a strong interaction

among the producer, manufacturer, marketer, government official and consumers. In other

words, the farmers should attitude rationally with a production model protecting the

generic and rural sources, stimulating the rural potential and spurring the rural

development by considering the effective production planning and farm management at the

agricultural food production circulation. On the other hand, at the marketing line, the

marketers should design/process the food products by accounting the consumers purchase

models, as well. In order to do so, it should be analyzed the target consumer markets, and

determined the consumers purchase attitude and behaviours towards the food products

along with their purchase powers due to production and consumption effectiveness.

Rural development is defined to be a multi-dimensional process encompassing improved

provision of services, enhanced opportunities for income generation and local economic

development, improved physical infrastructure, social cohesion and physical security within

rural communities, supporting active representation in local political processes and effective

provision for the vulnerable (Topcu, 2008; Topcu & Yavuz, 2008).