Архив в PDF формате
Дата публикации статьи в журнале: 2020/08/11
Название журнала: Восточно Европейский Научный Журнал, Выпуск: 59, Том: 1, Страницы в выпуске: 4-7
Анотация: Today, distribution companies play a huge role in the manufacturer’s image formation and the building of reputation, with the size of the market share occupied by the supplier often depending on the wholesaler and the quality of its work. The product supplier is interested in access to distribution channels and the ability of the wholesale operator to ensure brand growth. The main aim of a wholesale company operating in the market is their preservation, development, and the maintenance of a certain level of profitability. Any wholesale company strives to achieve the maximum possible income from investments. This is achieved through mutually beneficial cooperation between the supplier of a unique product (brand) and a distribution company that implements a marketing strategy. The position of the wholesale company engaged in wholesale trade depends significantly on the chosen marketing strategy, marketing policy, and the nature of marketing decisions. The article is devoted to modern problems of wholesale business: improving the economic effectiveness of wholesale companies and the creation of effective marketing strategies. The aim of the paper is to establish the key factors that determine success of wholesaler marketing strategies, to search for indicators and characteristics demonstrating the effectiveness of the wholesale link, and providing the opportunity to implement a marketing strategy. The goal is to determine the algorithm and the most important principles for constructing an effective wholesaler marketing strategy. The article defines the essence of branding in wholesale trade, gives examples of the successful experiences of existing enterprises, systematizes the tasks of a distributing company that implements a marketing strategy, and provides an algorithm for creating a package of marketing strategies for a wholesale company. Methods of description and economic analysis are used. The article can be used as an information base or as a guide to the activities of wholesalers and marketers.
Данные для цитирования: Natallia Sidzko . FEATURES OF BRANDING IN WHOLESALE AND BUILDING OF EFFECTIVE STRATEGIES (4-7). Восточно Европейский Научный Журнал. Экономические науки. 2020/08/11; 59(1):4-7.