The Promotional Mix in a Marketing-Oriented Winy Company
The Promotional Mix in a Marketing-Oriented Winy Company
Author(s): Ştefan MateiSubject(s): Methodology and research technology, Marketing / Advertising
Published by: Fundatia Română pentru Inteligenta Afacerii
Keywords: Wine industry; Wine marketing; Promotional mix; 4Ps; 8Ps;
Summary/Abstract: 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.
Journal: SEA – Practical Application of Science
- Issue Year: II/2014
- Issue No: 05
- Page Range: 449-454
- Page Count: 6
- Language: English