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Abstract

Marketing philosophy is certainly not sufficiently present in the companies producing mineral water. Marketing, often has too little significance, there are problems of co-operation with other marketing functions. A large number of companies producing mineral water still doesn’t have a particularly organized marketing department (service or a sector). In a number of companies, despite an organized special unit for marketing, a new (marketing) business philosophy is still not accepted (in the sense that the whole organization is the acceptance of marketing philosophy). The marketing appliance in most companies - producing mineral water, is still limited mainly to the activities of marketing communications, where the research of the marketing, consumers, products, pricing, depending on the estimated demand of channel sales and other strategic marketing activities are much weaker .

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