The future landscape of the business worldwide will have the marketing evolutions as a driver. These evolutions will be the response to the changes of business and marketing environment. The paper aims to analyze both the key trends that are shaping the macro environment, markets and consumers...

The manipulation through advertising became an issue the consumers are facing on almost a regular basis. This practice move away the mission of marketing that of meeting the needs of customers and widens the asymmetries of power between the company and the consumer. Many of manipulative...

Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and...

The contribution of services to the development of every national economy is in the progress, they becoming the major contributor to the gross national product of most countries. In their turn, the customers become more demanding and powerful in their relationship with service providers. They...

The negotiation could be considered as critical part of the success within the international affaires. The participants’ culture is one of the most powerful and influential factors that could give a stimulus or an obstacle to the negotiation process and outcome. The cultural differences...

A healthy way of life requires green products which protect the environment and the quality of life. Organic products have relevant green characteristics and particular benefits for the consumers, the producers and the environment. The benefits support the rapidly growing world market of organic...

The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image. The core element of the internationalisation strategy of the brand is the identity. The...

Companies develop marketing strategies only for success. But, sooner or later, even the most successful strategies begin to wear out and lose their impact on the performances of the company. The mutual attraction between the marketing strategy and the performance of the company is known as the...

The sustainability becomes a model of development only if countries, industries, businesses and citizens become sustainable. The contribution of the business to a promising future should come from a fully integrated sustainability in its DNA and strategies. This paper focuses on the needed...