LATERAL MARKETING IN THE CONTEXT OF THE SUCCESSFUL PRODUCT POLICY OF WINERIES IN THE REPUBLIC OF MOLDOVA

Abstract

This scientific publication is aimed at solving application of lateral marketing the issues of in the context of commodity policy of wineries in the Republic of Moldova. Currently, Moldovan wineries face with a high level of competition,both in foreign and domestic market of alcoholic beverages, which leads to an unstable dynamics of growth of volumes of production and sales of their products. We have also studied examples of applying the lateral technology of Moldovan wineries, which revealed the level of the problem and their implementation. Along with this, a number of recommendations have been made in the framework of lateral marketing at the product level, market and marketing mix, allowing increasing the efficiency of commodity policy of domestic wineries.

Keywords

• product policy
• wineries of Republic of Moldova
• lateral marketing
• lateral techniques