THE PROMOTIONAL MIX IN A MARKETING-ORIENTED WINY COMPANY

Ştefan Matei
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Ştefan Matei: Alexandru Ioan Cuza University of Iaşi, Romania

SEA - Practical Application of Science, 2014, issue 5, 449-454

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.

Keywords: Wine industry; Wine marketing; Promotional mix; 4Ps; 8Ps (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2014:i:5:p:449-454

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