The marketing of unhealty food

O marketingu nezdrave hrane sve se više raspravlja u suvremeno doba. Iako postoji sve veća svijest potrošača o štetnosti ove hrane, konzumacija iste u svijetu konstantno raste. Rezultat je to agresivnog i manipulativnog marketinga koji podržava razvoj industrije nezdrave hrane. Među brojnim primjerima ovakve prakse, koja između ostaloga zanemaruje načela etičkog poslovanja, moguće je izdvojiti svjetske marke poput Coca-Cole i McDonald'sa. Marketing ovih kompanija vrlo je sličan, a neetičnost je najistaknutija u domeni promocije i cijene. Pri tome se prakticiraju neki suvremeni instrumenti koji nastaju kao posljedica dinamičnog razvja tehnologije i programskih rješenja. Zavidan uspjeh ovih kompanija bez adekvatnog marketinga i učinkovite marketinške strategije bio bi neostvariv. Sukladno tome, cjelokupno poslovanje, sve važnije strateške odluke, kao i budući razvoj istih zasnivaju se na marketingu kao ključnom procesu.Marketing of unhealthy food is being increasingly discussed in the contemporary time. Although there is growing consumer awareness of the harmfulness of this food, consumption of the same in the world is constantly increasing. That is a result of the aggressive and manipulative marketing that supports development of unhealthy food industry. Among the many examples of such practices, which among the other things neglect the ethical business principles, it is possible to distinguish world brands such as Coca-Cola and McDonald's. The marketing of these companies is very similar and the inevitability is most prominent in the promotion and price domain. Some modern instruments are being co-ordinated as a result of the dynamic development of technology and software solutions. The success of these companies without the proper marketing and effective marketing strategy would be unmanageable. Consequently, overall business, all important strategic decisions as well as the future development are based on marketing as a key process