Development and Relevance of Direct Marketing in the Context of Regional Food MarketingSince the mid-nineties the relative market share of farm products is decreasing in Germany. Regional differences in the relative importance of direct food marketing can likewise be found on the demand side.Direct marketing is not sufficient to fulfil the growing consumer expectations with regard to region-of-origin products. Hence a strategy of integrating the retailers is necessary to expand market shares of "regional marketing"-products .
