Cet article s’insère dans le sillon de recherches qui examinent la réalisation du marketing par le biais d’enquêtes empiriques concernant les industries de transformation sur la base de théories suivant lesquelles les entreprises sont des agrégations d’activités produisant de la valeur à travers l’utilisation de ressources et de compétences. Le point central de cette étude est représenté par le marketing mix dans lequel convergent plusieurs variables afin d’atteindre le but prédéfini par le marché et un avantage compétitif. Ce travail a permis d’identifier et d’analyser les facteurs critiques de succès des entreprises vinicoles et viticoles siciliennes.
The present work it inserts himself in that vein of researches which examines the implementation of the marketing, through the development of empiric investigations led on the transformation enterprises, on the basis of those recent theoretical buildings which consider the enterprises as aggregations (sets) of value generatrix activity, by the use of resources and capacity. The central point, undergoing analysis in this study, is in fact represented by the marketing mix, in which many variables converge what the enterprise uses in order to get the objectives 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); the such a choice to point up productive draw-plate can bring him back to the characteristics of the sold products and the typology users turns to. the marketing of the wine which is element crucial, inexorable organization and management of the production units and above all in their relationships with the market, not only the vine-growing and wine-producing enterprises, but also those trade them, for those distributors, etc..
Strategies of improvement of marketing mix in the sicilian market oriented wine enterprises
BELLIA, CLAUDIO
2007-01-01
Abstract
The present work it inserts himself in that vein of researches which examines the implementation of the marketing, through the development of empiric investigations led on the transformation enterprises, on the basis of those recent theoretical buildings which consider the enterprises as aggregations (sets) of value generatrix activity, by the use of resources and capacity. The central point, undergoing analysis in this study, is in fact represented by the marketing mix, in which many variables converge what the enterprise uses in order to get the objectives 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); the such a choice to point up productive draw-plate can bring him back to the characteristics of the sold products and the typology users turns to. the marketing of the wine which is element crucial, inexorable organization and management of the production units and above all in their relationships with the market, not only the vine-growing and wine-producing enterprises, but also those trade them, for those distributors, etc..File | Dimensione | Formato | |
---|---|---|---|
34_26bellia.pdf
accesso aperto
Tipologia:
Versione Editoriale (PDF)
Licenza:
Non specificato
Dimensione
1.93 MB
Formato
Adobe PDF
|
1.93 MB | Adobe PDF | Visualizza/Apri |
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.