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Aspects Regarding The Marketing Environment Of Retailers

Author

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  • Dan Cristian Dabija

    (Babeº-Bolyai University Cluj-Napoca Faculty of Economics and Business Administration Cluj-Napoca, Romania)

Abstract

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.

Suggested Citation

  • Dan Cristian Dabija, 2011. "Aspects Regarding The Marketing Environment Of Retailers," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(16), pages 63-74, April.
    • Handle: RePEc:aio:rteyej:v:1:y:2011:i:16:p:63-74
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    File URL: http://feaa.ucv.ro/RTE/016-08.pdf
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    References listed on IDEAS

    as
    1. 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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      More about this item

      Keywords

      retailers; marketing environment; business activities; competition; market development;
      All these keywords.

      JEL classification:

      • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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