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...

Currently, communication becomes more complex, faster and more dynamic every day. In this context, communication switches channels on traditional media to online applications. Thus, the electronic communication threatens, if not take the physical communication. We live in the era of information...

As the power of consumers is growing, the product return for customer service and customer retention has become a common practice in the competitive market, which propels the recent practice of reverse logistics in companies. Many firms attracted by the value available in the flow, have...

The protected natural areas, irrespective of their classification modality or the motivations they propose, have become more and more attractive for tourists. However, in time, the increasing touristic flows they attract, often developed in an uncontrolled manner, lead to the erosion of the...

Inspired from the context of business-to-business markets, relationship marketing in the context of innovation have been expanded more and more to the consumer markets as well. The paper starts with a review of several most relevant studies on relationship marketing-innovation topic, from the...