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 Blery et al., 2008, vol. XIII:47/48, ID: 7.2008.47-48.10[About]



En/De/Fr/It- (first 9 out of 229 sentences) [pdf] Srpski - (prvih 9 od 229 rečenica) [pdf]
n1Marketing Beer - A Greek Brewery’s Case Study n1Marketing piva - studija slučaja jedne grčke pivare
n2Evangelia Blery, Eutyhia Kamaterou n2Evangelia Blery, Eutyhia Kamaterou
n3The purpose of this paper is to examine the issues related to the promotion and marketing of ‘Heineken’, the famous Dutch beer, which in Greece is produced by the Athenian Brewery S.A. n3Naš cilj u ovom radu jeste da istražimo pitanja vezana za promociju i marketing „Heineken“piva, poznatog holandskog piva, koje u Grčkoj proizvodi Atinska pivara S.A.
n4The case study method was employed because its fundamental characteristic is the "focus on a particular setting or event”. n4U istraživanju smo primenili metod studije slučaja zato sto je njegova osnovna karakteristika ,fokusiranje na određenu situaciju ili događaj“.
n5The findings showed that the company offers a beer of high quality, which is marketed as a premium beer and it has a higher price than the other beers of the same category. n5Naši zaključci su pokazali da ova kompanija nudi pivo visokog kvaliteta, koje se reklamira kao premijum pivo i ima visu cenu od ostalih piva u svojoj kategoriji.
n6The company employs marketing practices to increase its market share to convince consumers to drink beer in any occasion and women to change their attitude towards beer. n6Kompanija primenjuje marketinške postupke kako bi povećala svoj udeo u tržištu i ubedila potrošače da pivo konzumiraju u svakoj prilici, a žene da promene svoj stav prema pivu.
n7This paper is one of the very few so far that have provided an insight in the production and marketing of beer in the Greek market. n7Ovaj rad spada u malobrojne do sada objavljene radove koji pružaju uvid u proizvodnju i marketing piva na grčkom tržištu.
n8The results of the study support the findings of other studies mentioned in the literature and they can be of definite interest and potential value to managers in this sector. n8Rezultati studije potkrepljuju zaključke drugih studija koje smo pomenuli u literaturi i svakako će biti interesantni i potencijalno značajni za menadžere u ovom sektoru.
n91. Introduction n91. Uvod