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Studies on communication policy at SC Alcovin, Tulcea

Show simple item record Ignat, Gabriela Șargu, Lilia Bivol, Teodor Bivol Nigel, Anelisse Șargu, Nicu 2023-01-19T14:44:14Z 2023-01-19T14:44:14Z 2021
dc.identifier.citation Ignat, Gabriela, Lilia Șargu, Teodor Bivol, Anelisse Bivol Nigel, Nicu Șargu. 2021. "Studies on communication policy at SC Alcovin, Tulcea. Lucrări Ştiinţifice USV - Iaşi Seria Agronomie 64(1): 199-204.
dc.description.abstract In order to be able to adapt to the new challenges on the wine market, the success of a company depends on knowing and adopting key elements of a communication policy anchored in a strategic marketing process. This paperwork combines theoretical and practical elements, the case study being conducted at SC Alcovin Macin, Tulcea. The definition of marketing communication within the marketing field, is that this concept represents “a strategic process used to plan, develop, execute and evaluate, over time, coordinated, measurable brand communication programs and persuasive, consumer-oriented, prospectus and other relevant target segments, internal and external”. There are four stages in the development of marketing communication. The entire marketing policy should support brand awareness and contribute to the positive feeling towards it. The team of authors of this paperwork tried to describe and analyze the elements of the communication policy (financial and promotional) used in general on the wine market and also in particular within SC Alcovin SRL. We consider that the communication policy approached in a wine entity such as the one from our case study, can influence the behavior of the target audience. The pillars will be based on well-defined objectives as well as correctly established and communicated financial resources. In the context of globalization, the increase of competition on the wine market determines the establishment and use of a communication policy based on the most solid, efficient, innovative and high-performance strategic techniques. A good communication policy will take into account the 6 key points presented in the paper. We expect that within the future researches we will be able to extend the study to two wineries, one in Iasi County and the other in the Republic of Moldova. en_US
dc.language.iso en en_US
dc.publisher “Ion Ionescu de la Brad” University of Life Sciences, Iaşi en_US
dc.subject communication policy en_US
dc.subject marketing en_US
dc.subject strategies en_US
dc.subject promotion techniques en_US
dc.subject performance en_US
dc.title Studies on communication policy at SC Alcovin, Tulcea en_US
dc.type Article en_US Gabriela Ignat, "Ion Ionescu de la Brad" University of Life Sciences, Iaşi, Romania Lilia Șargu, University of European Studies of Moldova, Republic of Modova Teodor Bivol, “Ion Creangă” Chișinău State Pedagogical University, Chisinau, Republic of Modova Anelisse Bivol Nigel, ”University of Bradford, UK, United Kingdom Nicu Șargu, Academy of Economic Studies, Chișinau, Republic of Modova
dc.publicationName Lucrări Ştiinţifice USV - Iaşi Seria Agronomie
dc.volume 64
dc.issue 1
dc.publicationDate 2021
dc.startingPage 199
dc.endingPage 204
dc.identifier.eissn 2069-6727

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