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Construirea de parteneriate strategice în marketingul produselor viticole



    (Universitatea “Alexandru Ioan Cuza” Iasi)


Acest studiu are caracter exploratoriu și explicativ, propunându-și să realizeze o analiză a relației dintre producatorii de vin din România si distribuitorii de bauturi alcoolice . Concret, se identifică factorii ce contribuie la crearea unei relații de success între producatorii de vin si distribuitorii. Vom analiza sistemul de vanzare ‘’3 –tier’’. Potrivit acestui sistem producatorul de vin sau furnizorul reprezinta primul nivel , distribuitorul al doilea , iar retailerul joaca rolul din al treilea nivel . Din această configurație este esențială stabilirea unei relații eficiente cu distribuitorul.

Suggested Citation

  • Matei Ștefan, 2013. "Construirea de parteneriate strategice în marketingul produselor viticole," Management Intercultural, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 29, pages 221-226, October.
  • Handle: RePEc:cmj:interc:y:2013:i:29:stefan

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    Vin ; marketingul vinurilor ; distribuitori ; parteneriate ; relație de afaceri ; canal de marketing;

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups


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