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The Promotional Mix In A Marketing-Oriented Winy Company

Author

Listed:
  • Ştefan MATEI

    (Alexandru Ioan Cuza University of Iaşi, Romania)

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.

Suggested Citation

  • Ştefan MATEI, 2014. "The Promotional Mix In A Marketing-Oriented Winy Company," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 5, pages 449-454, November.
    • Handle: RePEc:cmj:seapas:y:2014:i:5:p:449-454
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    References listed on IDEAS

    as
    1. Corina AnaMaria IOAN & Florin Alexandru LUCA & Constantin SASU, 2013. "The Specificity Of Personal Brand. Literature Review," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 29, pages 165-170, October.
    2. Corina AnaMaria IOAN & Florin Alexandru LUCA & Constantin SASU, 2013. "Personal Brand – From Theory To Practice In Contemporary Society. Literature Review," Management Intercultural, Romanian Foundation for Business Intelligence, Editorial Department, issue 29, pages 171-182, October.
    3. Magrath, A. J., 1986. "When marketing services, 4 Ps are not enough," Business Horizons, Elsevier, vol. 29(3), pages 44-50.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Wine industry; Wine marketing; Promotional mix; 4Ps; 8Ps;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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