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Planning proces optimization of product assortment in the frame of the marketing activity of enterprise

Author: Svetlana Ghenova
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Scientific council:


The thesis was presented on the 24 February, 2006
Approved by NCAA on the 27 April, 2006


Adobe PDF document0.51 Mb / in romanian
Adobe PDF document0.60 Mb / in russian


CZU 658.8 (043.2.)

Adobe PDF document 2.17 Mb / in russian
155 pages


Present thesis is dedicated to the elaboration of theory, methodology and practice advises that improve the process of company planning of the assortment in industrial enterprise on the basis of application of marketing principles and methods for taking management decisions that promote sustainable and productive enterprises’ functioning in the Republic of Moldova.

This research paper specifies marketing essence of the assortment policy, investigates the mechanism of the assortment strategy realisation as well as the factors of micro and macro marketing environment that influence this process. "Matrix of assortment strategies" is suggested on the basis of objectively justified directions of the assortment policy making. "Methodology of assortment strategic decisions" that identifies the possibility of their making with the elements of mix marketing is elaborated with the scope to increase practical importance of suggested assortment strategies’ classification.

In practice, realisation of author’s methodology presented in the thesis allowed higher justification of assortment policy in industries. Introduction of the authors’ developments would contribute in solving different problems connected with security of sustainable economic industry development in Moldova on the basis of further improvement of productive assortment management systems.

Given suggestions are the source material for further research, they could be used for scientific and study goals for promotion further extension and development of marketing theory and practice.