The interest in brand marketing and management has strongly increased during the last two decades. Brands represent core elements of any marketing strategy and essential assets to any company. Yet, a complete formulation and approach of its definition and significance has been neglected, both in...

Within the contemporary economic conditions, enterprises might achieve a competitive advantage if only they sell goods and services with high quality and lower prices. Customers, usually, prefer quality goods with acceptable prices, while such goods create reputation with the particular brand....

Comunicarea de marketing a devenit un fenomen extrem de important prin amploarea si implicatiile sale asupra vietii organizatiilor si a societatii in general. Succesul unei organizatii, atat din punct de vedere economic si financiar, cat si pe plan social, este conditionat de modul in care...