Social media is likely the marketing and communication channel which grew fastest from "unique and modern" to "mandatory". Presented as a solution for the future, usage of media channels has already become a key part of any brand promoting campaign or business expansion effort. And football...

In the era of hyper competition, competitive differentiation has become increasingly important. Brand extensions are used by companies across various industries for competitive differentiation. But in the era of hyper competition, a successful differentiation strategy requires that a brand...

The purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviour. Comparative analysis shows the main characteristics of traditional and experiential marketing. Traditional...

This paper aims to analyze the perception organizations identify the usefulness of internships and level of employability of graduates as part of a strategy for sustainable development both universities and the business environment. The goal of this study is to analyze companies on the Romanian...

The aim of this study is to introduce the meaning of quality and to show how customers recognize the quality what companies offer. Quality – and recently ethics, too – are main points during shopping and consumption therefore they should be considered while creating the right marketing mix...

In Romania, small and medium-sized enterprises manifest a certain interest in marketing activities, resulted in the existence of a specific marketing structure in half of them, as attests a survey done on a sample of 140 organizations. This research, focused on understanding the promotional...

Normative beliefs tend to play a significant role in the context of online buying, having both direct and moderating effects. The results of the structural equation modeling indicate a direct effect of normative beliefs on the intention to buy online. Also, the magnitude of the relationship...

Numerous cases of unsuccessful cause marketing partnerships are caused by nonprofits’ proclivity to modify their motive when pursuing optimal decisions. This study’s main goal is to determine if there exists a significant difference between nonprofit strategic decisions and motive under...

The marketing practices of the companies show that not all of them are observing ethical and moral standards and they manipulate the consumers. This paper has as main goal to examine the most usual unethical techniques, the present status of consumers’ power and how more power could work for a...

The major role of public services in each country is indisputable, as they meet various needs of the civil society and contribute to an increased national development. In this context, according to international studies, if efficiently and continuously implemented, marketing can be considered a...