publication . Article . 2011

ASPECTS REGARDING THE MARKETING ENVIRONMENT OF RETAILERS

Dan-Cristian Dabija;
Open Access
  • Published: 01 Jan 2011 Journal: Revista Tinerior Economisti(The Young Economists Journal), volume 1, issue 16 April, pages 63-74
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 [Po...
Subjects
free text keywords: retailers, marketing environment, business activities, competition, market development, jel:M30, jel:M31, jel:L81
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