PRODUCT PLANNING IN SOFT DRINKS PRODUCTION COMPANIES IN BULGARIA

Authors

Keywords
product planning, product policy, produc mix, product management, marketing mix.

Abstract
The choice of the subject matter for this article is based on the view that product policy has a key role. Given the specifics of the soft drinks sector it suggests a methodical framework for the process of product planning, which contributes to making reasoned management decisions on product policy. In addition, it presents some basic starting formulations that reveal the essence of product management and describes and groups the elements of product policy characteristics for the companies from the sector examined.

JEL: M31, M11
Pages: 18

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