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Marketing Substantiation of Efficiency of Product Policy of Medium-Sized Wineries in the Republic of Moldova
Abstract
This chapter is devoted to revealing the importance and definition of the logical relationship of components related to an effective product policy of modern medium-size winery of the Republic of Moldova. The chapter presents a comparative analysis of modern marketing definitions of product policy of an enterprise. The purpose of the author is the research and marketing disclosure of the nature of the product policy as one of the key management tools of a modern winery. A structural model of the marketing product policy components has been developed. The approaches proposed for implementation in the Moldovan wineries would allow the analysis of the product policy effectiveness. The importance of the marketing substantiation of effective product policy in the activities of medium-sized wineries in socio-economic development of Moldova and their underutilized potential, an unfavorable business climate and the need for a substantial improvement in the product policy has determined the relevance of the research topic presented in the chapter.
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