Strategies of improvement of marketing mix in the Sicilian market oriented wine enterprises
2007
Bellia, Claudio
The present work follows the research line which examines the implementation of the marketing, through the development of empiric investigations on processing enterprises, on the basis of recent theoretical theories which consider the enterprises as aggregations (sets) of value generatrix activity, by the use of resources and capacity. The main point in this study is in fact represented by the marketing mix, in which many variables converge in order to achieve the aims pre-defined in the objective market, to realize some competitive advantages. This work has allowed to identify and analyse the critical factors of success of the Sicilian vine-growing and wine-producing enterprises (market-oriented).
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