Интегрирани маркетингови комуникации на пчеларските стопанства

The study finds that on the one hand beekeeping is difficult to implement integrated marketing communications due to more difficult application of communication tools – advertising, personal sales, andsales promotion. On the other hand, they also have less well-represented advertising constants. EU agricultural policy supports the implementation of integrated marketing communications from beekeeping farms through the formation of infrastructure and services, legislation, media environment and bee products with high added value. Beekeeping farms must invest primarily in public relations and direct marketing, and as advertising constants can use regional varieties, breeds, technologies, geographical indications, know-how, certification to a certain standard, as they represent the uniqueness of regional bee products.