The relationship marketing aims the construction of a durable relation between the enterprise and the final client, identified at an individual level. The particular part of the relationship marketing has two main concepts: individuality and the relation. This paper presents the concepts of...

The development of the information technology and of the Internet has created the perfect environment for the companies to reach their client easier and faster. Until the middle of the ’90 there were only several dozens of global brands. Today with the help of this new tool, the Internet, the...

Development of a firm’s international competitiveness takes place interactively with the environment. The firm must be able to adjust to customers, competitors and public authorities. To be able to participate in the international competitive arena the firm must be established a competitive...

The newest channels for communicating and selling to consumers are electronic. The Internet provides consumers and marketers with more opportunities than ever in achieving a greater interaction and individualization of services. Companies can send tailored messages that engage consumers by...

A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in...

Market communication is, of course, a substantial part of the marketing function. Communication is also such as sales, advertising, and sales promotion. Communication is also an integral part of the Interactive Marketing Function. What employees say, how they say it, how they behave, how service...