THE PROMOTIONAL MIX IN A MARKETING-ORIENTED WINY COMPANY
A winery with a marketing-oriented strategy is capable to understand the configuration of a marketing mix (with its implications, opportunities and costs) and to effectively compete with other wine producers in today’s quasi-saturated, complex and challenging wine industry. Such a winery is also cap...
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| Format: | Article |
| Language: | English |
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Romanian Foundation for Business Intelligence
2014-11-01
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| Series: | SEA: Practical Application of Science |
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| Online Access: |
http://seaopenresearch.eu/Journals/articles/SPAS_5_62.pdf
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| Summary: | A winery with a marketing-oriented strategy is capable to understand the configuration of a marketing mix (with its implications, opportunities and costs) and to effectively compete with other wine producers in today’s quasi-saturated, complex and challenging wine industry. Such a winery is also capable to attain its aspirations and objectives through a thorough understanding of customers’ needs and wants. The scope of this paper is to look within today’s wineries and analyse the marketing-oriented strategy they adopt as well as the promotional mix they rely on. |
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| ISSN: | 2360-2554 |