THE ROLE OF DIGITAL MARKETING IN PROMOTION OF WINE FROMAP KOSOVO AND METOHIJA
The territories of AP Kosovo and Metohija represent the challenging and fast-growing wine market. However, many wine producers from Kosovo and Metohija are forced to acquire an innovative marketing approach which provides enhanced consumer experience and value. Therefore, they have implemented vari...
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| Format: | Article |
| Language: | English |
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Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt
2018-09-01
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| Series: | Ekonomika Poljoprivrede (1979) |
| Subjects: | |
| Online Access: | https://www.ea.bg.ac.rs/index.php/EA/article/view/883 |
| _version_ | 1797825092029251584 |
|---|---|
| author | Nebojsa Denić Borislav Radević Boris Siljković |
| author_facet | Nebojsa Denić Borislav Radević Boris Siljković |
| author_sort | Nebojsa Denić |
| collection | DOAJ |
| description |
The territories of AP Kosovo and Metohija represent the challenging and fast-growing wine market. However, many wine producers from Kosovo and Metohija are forced to acquire an innovative marketing approach which provides enhanced consumer experience and value. Therefore, they have implemented various marketing strategies in order to develop a positive brand reputation and create new opportunities for small and medium-sized wine producers. This paper aims to inspect the role of digital marketing in promotion of wine from Kosovo and Metohija, which enables producers to combine and integrate different marketing techniques in order to promote their strengths, that is, brand. Based on the primary data collected through the questionnaires, in-depth interviews and surveys, this study attempts to show how using digital marketing is statistically significant with reported increases in wine sale. The findings show that digital marketing facilitates the implementation of various marketing strategies which can improve the value of the consumption experience offered to the customer.
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| first_indexed | 2024-03-13T10:48:58Z |
| format | Article |
| id | doaj.art-1c4a71e673524f92abb894e469066705 |
| institution | Directory Open Access Journal |
| issn | 0352-3462 2334-8453 |
| language | English |
| last_indexed | 2024-03-13T10:48:58Z |
| publishDate | 2018-09-01 |
| publisher | Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt |
| record_format | Article |
| series | Ekonomika Poljoprivrede (1979) |
| spelling | doaj.art-1c4a71e673524f92abb894e4690667052023-05-17T16:57:20ZengNaučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, BukureštEkonomika Poljoprivrede (1979)0352-34622334-84532018-09-0165310.5937/ekoPolj1803071DTHE ROLE OF DIGITAL MARKETING IN PROMOTION OF WINE FROMAP KOSOVO AND METOHIJANebojsa Denić0Borislav Radević1Boris Siljković2University of Pristina, Faculty of Sciences and Mathematics, Коsovska MitrovicaUniversity of Priština, Faculty of Economics, Kosovska MitrovicaFaculty of Trade and Banking, Alfa University, Belgrade The territories of AP Kosovo and Metohija represent the challenging and fast-growing wine market. However, many wine producers from Kosovo and Metohija are forced to acquire an innovative marketing approach which provides enhanced consumer experience and value. Therefore, they have implemented various marketing strategies in order to develop a positive brand reputation and create new opportunities for small and medium-sized wine producers. This paper aims to inspect the role of digital marketing in promotion of wine from Kosovo and Metohija, which enables producers to combine and integrate different marketing techniques in order to promote their strengths, that is, brand. Based on the primary data collected through the questionnaires, in-depth interviews and surveys, this study attempts to show how using digital marketing is statistically significant with reported increases in wine sale. The findings show that digital marketing facilitates the implementation of various marketing strategies which can improve the value of the consumption experience offered to the customer. https://www.ea.bg.ac.rs/index.php/EA/article/view/883digital marketingwine promotionbrandcustomer valueKosovo and Metohijas wine |
| spellingShingle | Nebojsa Denić Borislav Radević Boris Siljković THE ROLE OF DIGITAL MARKETING IN PROMOTION OF WINE FROMAP KOSOVO AND METOHIJA Ekonomika Poljoprivrede (1979) digital marketing wine promotion brand customer value Kosovo and Metohijas wine |
| title | THE ROLE OF DIGITAL MARKETING IN PROMOTION OF WINE FROMAP KOSOVO AND METOHIJA |
| title_full | THE ROLE OF DIGITAL MARKETING IN PROMOTION OF WINE FROMAP KOSOVO AND METOHIJA |
| title_fullStr | THE ROLE OF DIGITAL MARKETING IN PROMOTION OF WINE FROMAP KOSOVO AND METOHIJA |
| title_full_unstemmed | THE ROLE OF DIGITAL MARKETING IN PROMOTION OF WINE FROMAP KOSOVO AND METOHIJA |
| title_short | THE ROLE OF DIGITAL MARKETING IN PROMOTION OF WINE FROMAP KOSOVO AND METOHIJA |
| title_sort | role of digital marketing in promotion of wine fromap kosovo and metohija |
| topic | digital marketing wine promotion brand customer value Kosovo and Metohijas wine |
| url | https://www.ea.bg.ac.rs/index.php/EA/article/view/883 |
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