Kompleksnost vzvodov strategije prodajnih poti v izvoznem trženju

slovenian

2012

volume 11, issue 19

globalization   marketing

Društvo za marketing Slovenije
(Obvezni izvod spletne publikacije)

Research doesn't treat distribution only as a marketing mix component, but also as a strategic dimension of market position development in foreign markets, which aim is not only to ensure the sale of a company's products, but also to create a distribution system that will provide sales growth and strengthen a firm's competitive advantage in the marketplace. Based on a sample of Slovenian manufacturing firms, this paper examines the relationship between a firm's export market orientation, innovation, relationships with customers in foreign markets, manufacturer brand and retailer brand respectively and its sales channel strategy. The study confirms a positive link of these dimensions of the marketing process with the creation of a manufacturer's successful sales channel strategy in a process of building lasting partnership with independent distributors on foreign markets.

24.09.2014