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Analyses of the Spirits Market and Possible Implications for Marketing Strategy in Macedonia
Antovska, Stojna ; Lhotáková, Markéta (advisor) ; Cook, Gina (referee)
Although mostly associated with the harmful consequences of alcohol abuse over the public health, the industry of distilled spirits represents a very important and substantial part of the economy. Nowadays, the spirits industry does not only consist of alcoholic beverages; but it is part of many cultures, creates a certain image, and provides additional incomes for the economy in the form of taxes and excises, as well as job creation. The main aim for writing this paper on this topic was to analyze the Macedonian spirits market and to suggest a marketing strategy through making parallel comparisons between specifics in different spirits markets in the world and the spirits industry in Macedonia. Working in the spirits market industry requires careful execution of the company's strategies and policies, while respecting all the legislation procedures. That is why when entering the spirits market; a good and essential analysis is necessary.
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