Wine cellars operate in a business environment characterized by a high degree of uncertainty, turbulence. In order to cope with the business organization in such a dynamic environment, higher demands are placed on its management, such as – the organization is seen as an open system, where the main factors for its success are sought not inside but outside the organization, and its success is related to how well it adapts to the business environment.
The aim of the study is to analyze the application of the marketing approach in the management of wine cellars.
In order to achieve their goals, business organizations must direct their business to the consumer, to their needs and desires, embracing the marketing concept of governance.
The implementation of the marketing management concept offers the implementation of certain marketing activities related to the development and absorption of the target market. The execution of marketing activities is an important part of the management of wine cellars and can increase its efficiency.