Distribution of goods has evolved in two main directions that seem contradictory : on the one hand, the mass distribution was fully developed in terms of distribution facilities, logistics, comfort, and standardization of goods and services, on the other hand, the increased competition and...

Many of the concepts and techniques for strategic management have been developed and successfully applied within many companies. As managers are trying to manage better and to face the changes in economical climate, a company develops over four phases of strategic actions and management. These...

Offering from the point of view of its characteristics and also interesting to analyze is what the specialists call ‘brand’. This term is relatively new in the area of marketing, and it stirs interest especially as far as its two components are concerned: the situation of the contemporary...

In sport marketing, the word promotion covers a range of interrelated activities. All of these activities are designed to attract attention, stimulate the interest and awareness of consumers, and of course, encourage them to purchase a sport product. Promotion is about communicating with and...

The advocacy activity is of significant importance for the business community, the perception of its need to influence the legislative process in order to have a transparent legislative procedure, the necessity of understanding the way in which the decisions are taken and the desire of the...

The financial crisis is a global phenomenon that has marked the evolution of all economic sectors. The drastic change of the consumer behavior has led the trade companies to choose between two survival strategies: the product development strategy and the exit strategy.Carrefour company bases its...

The country brand is becoming an ever more important topic considering that, as is the case of a company, the brand is what makes the difference between the product that each country proposes to its consumers, its characteristic features, the values it relates to and the image it promotes. The...

The major transformations in the supply of goods and services during the last decades entailed the development of some interactive relations between the various participants engaged in commercial operations. These relations, although naturally conflictive as for the classic negotiations between...

This paper introduces the concept of a cult brand for a more accurate understanding of the extreme loyalty that consumers show towards specific brands. The article focuses on the brand Apple and it explores the elements for which it is considered a cult brand and the impact of its origin on...

In sport marketing, the word promotion covers a range of interrelated activities. All of these activities are designed to attract attention, stimulate the interest and awareness of consumers, and of course, encourage them to purchase a sport product. Promotion is about communicating with and...