Under the conditions of the economic crises, the “First Home” program was launched on the banking market in Romania in 2009 - a banking product with strong social implications guaranteed by its advantages. In this paper, the “first home” product is presented through the legislative...

This paper highlights the way in which a distribution system can be made operational in FMCG, starting from the interaction between three components of the system: selling, delivery and trade marketing. On this basis, I have categorized the improvement opportunities of each component, using the...

This article is a theoretical approach on the main mathematical models used in marketing practice. Application of general systems theory in marketing involves setting behavior assumptions as models of various processes.These models have, on the one hand, to describe the interactions between...

Within a company’s activities, an important role is granted to the performance and implementation of information campaigns for the final consumers. The paper has the general objective to identify specific issues that constitute the premises for the preparation and conduct of such activities,...

History should prevent us from repeating the mistakes of the past. This article focuses on the analysis and interpretation of the branding and promotion events that occurred during the Great Depression (1929-1933), projected on the decision of the marketing and management specialists of our...

Considering the current issues the urban centers are dealing with, the amplified city competitiveness and the increased demand of qualitative public services, it appears the need to apply new urban management approaches, more oriented toward the market and the current needs of the city. The...

This article focuses on describing the latest trends in the theoretical and practical development of the marketing concept. Market orientation is the main item discussed, emphasizing the advantages and pitfalls of applying such a specific concept.

The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In the last two years, the growing importance...

The paper starts from the observation that students often experience difficulties in identifying the complete set of aspects involved in making product decisions, but also in understanding the correlations established between these elements. The review of the information required by product...

This article is a theoretical approach on products and services as value satisfiers. Consumers have knowledge about the personal, symbolic values that products, services and brands help them satisfy or achieve. Values are people’s broad life goals. Values often involve the emotional affect...