Purpose – This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting...

In the business environment troubled by the economic crisis with major changes occurring in the national, European or world economy, small and medium enterprises have acquired additional concern since they are regarded as the key to economic dynamism and they build up a field whose features are...

Internetul are deja un impact fundamental asupra modului in care intreprinderile comunica cu clientii si furnizorii lor, modului in care persoanele isi cauta de lucru, modului in care consumatorii gasesc informatii si servicii, ca si asupra felului cum sunt transmise stiri si mesajele publicitare.

Earlier research concerning market orientation-related issues focuses on conceptualization of market orientation and its ingredients; various antecedents of market orientation; and impact of market orientation on firm’s entrepreneurial orientation, strategies, innovativeness and...

The article discusses the features of marketing planning through the use of the concept of «4P». The author analyzes the objectives, functions and structural elements of the concept of «4P» as a tool for marketing planning with the promotion of goods in the consumer market. Particular...

The consumer’s perception of the marketing company’s activities is represented by the positioning strategy. The positioning process consists of approaching the market’s segments in different ways, with deferent’s offer, using three fundamentals strategies: strengthen the current company...

This research aims to clarify the nature of the links between brand portfolio management, competences and competitive advantage. In a series of interviews within four different cosmetics companies, the author explores their approach to managing the brands they own. This work shows that brand...