Aspects Regarding The Marketing Environment Of Retailers
The marketing environment in which producers or retailers act consists of the totality of factors and forces that come under the immediate control of a production or retail company and that influence the maintenance or development of profitable relationships with customers [Balaure, 2002, p.76]. It also represents the grouping of actors and of external forces of a company capable of influencing the way in which it develops and maintains satisfactory exchanges with the target market [Kotler, Keller, Bliemel, 2007, p.189]. The necessity of knowing and proper understanding the business environment arises from the perspective of two fundamental issues, namely it [Pop, Dumitru, 2001, p.73] allows a company to be able to harness the raised opportunities and also to avoid certain dangers of a random, indeterminate or antagonistic market.
Volume (Year): 1 (2011)
Issue (Month): 16 (April)
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- Pop Nicolae Alexandru & Dabija Dan Cristian, 2008. "Tendencies Of Internationalization In Retailing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 1099-1105, May.
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