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Integrated marketing approaches in formation and development of the fruit products market from the Republic of Moldova


Author: Rapcea Vitalie
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Year:2015
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova

Status

Term of presenting of the thesis 5 June, 2015

Abstract

Adobe PDF document1.33 Mb / in romanian

Thesis

CZU 339.138:339.13:634.1(478)(043)

Adobe PDF document 3.19 Mb / in romanian
188 pages


Keywords

integrated marketing approaches, synergy effect, agroalimentary marketing, cluster of fruit growing producers, vertical marketing, horizontal marketing, five entities

Summary

Thesis structure: introduction, three chapters, conclusions and recommendations, bibliography of 111 titles, 7 annexes, 95 basic text pages, including 12 tables, 35 figures and 6 formulas. Basic theses of the work were published in 7 papers with a total volume of 3.6 sheets of author. Field of study: economics, marketing.

The purpose and objectives of the research. The aim of the thesis lies in the scientific fundamentation of the integrated marketing approach and exemplification of this approach based on the fruit products market from the Republic of Moldova. The proposed goal requires solving the following objectives: defining the concept of an integrated marketing approach capable of generating a synergistic effect; argumentation of the rationale for the application of a integrated marketing approach as a source of increased competitiveness of domestic fruit production on local and foreign markets; developing new methodological approaches regarding the implementation of integrated marketing approaches in formation and development of the fruit products market from the Republic of Moldova etc.

Scientific novelty of the work lies in the theoretical fundamentation and development of the concept of integrated marketing approach exemplified on the fruit products market from the Republic of Moldova. Current major scientific problem, addressed within the thesis: consists in theoretization and explaination of the application of integrated marketing approaches based on the market of fruit products from the Republic of Moldova.

The practical value of the research: resides in the possibility of using the research results in the, but not limited to the fruit products marketing so that the local market responds better to the new global and regional realities. Implementation of scientific results: the research results were presented and discussed at scientific conferences and symposia, and published in specialized scientific journals. Some of the recommendations were accepted for implementation at the Scientific and Practical Institute for Horticulture and Alimentary Technologies from The Republic of Moldova and at the Codru ST LTD.